communication & customer service advanced vocational training 2013 mcgraw-hill

Communication & Customer ServiceHéctor M. Pérez FeijooJorge M. Pérez HernándezLía López GonzálezCarmen Caballero Bravo

www.mhe.es

AdvancedVocationalTrainingCourseProfessional certificates

Communication & Customer ServiceHéctor Marcos Pérez FeijooJorge Manuel Pérez Hernández

Carmen Caballero BravoLía López González

Technical advisorMaría Vicenta Sanchís Martín

MADRID - BARCELONA - BOGOTA - BUENOS AIRES - CARACAS - GUATEMALA - MEXICO

NEW YORK - PANAMA - SAN JUAN - SANTIAGO - SÃO PAULO

AUCKLAND - HAMBURGO - LONDRES - MILAN - MONTREAL - NUEVA DELHI - PARIS

SAN FRANCISCO - SIDNEY - SINGAPUR - ST. LOUIS - TOKIO - TORONTO

Communication & Customer Service. Advanced Vocational Training

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through any means, whether electronic, mechanic, photocopies, recordings or other

ways, without prior written consent by the holders of the Copyright. Please contact

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photocopy or scan parts of this book.

All rights reserved © 2013, regarding the first edition, by:

McGraw-Hill/Interamericana de España, S.L.

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ISBN: 978-84-481-8546-6

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Original book: © 2012,

regarding the first edition in spanish, by McGraw-Hill Interamericana de España, S.L.

ISBN original edition: 978-84-481-8086-7

Communication & customer service

www.cedro.org)

IntroductionThe book you are holding in your hands, Communication & Customer Service,

is a clear and updated text that highlights the practical issues of business

communication in order to provide you with the skills required for this module

of the Advanced Vocational Training Course in Administration and Finance or in

Managing Assistance you are studying.

When dealing with such a broad and diverse subject, the aim of being extremely

exhaustive might lead to inefficiency and confusion. Therefore, this text tries to

escape from dogma and impositions. Our goal is to develop every aspect of the

curriculum, but also to provide open alternative solutions to the problems in

business communication. Specifically, this trend is expressed in the type of activi-

ties that are included throughout the book. Along with the most common

activities for the settlement and testing of the knowledge gained by students,

we include others that are more open and participatory, consistent with the

characteristics of this subject and supported by text and web references.

In addition, we want to make the development of these activities easier for

students and teachers, and for this purpose we provide some patterns that,

within a flexible framework, will guide the process of solving problems.

Accessibility is another major advantage of this book. Along with a clear and direct

language, we have included multiple resources such as diagrams, graphs, tables

and images that allow a simple and flexible interpretation of the content. We have

also carried out a careful selection of documentary sources and references to web

pages.

In short, this text is designed as a practical introduction to a very large area by

means of direct and simple language and supporting examples, problems and real

documents that students will encounter in their future working life. These

supporting materials will complement teaching performance by suggesting

potential ways to expand the knowledge of students about this exciting subject:

business communication.

The authors

4

Contents

Business organizations

1. The company as an organization ................................................................................................................................................................................ 8

2. Types of business organizations ................................................................................................................................................................................10

3. Functions in the organization: planning, management, organization and control ....................................................................................12

4. Departments in the company. Organizational charts ........................................................................................................................................15

5. Decision-making .............................................................................................................................................................................................................. 17

6. Corporate identity and corporate image ................................................................................................................................................................20

Summary ..................................................................................................................................................................................................... 25

Test review .................................................................................................................................................................................................. 26

Check your learning .................................................................................................................................................................................. 27

The communication process

1. Elements involved in the communication process ...............................................................................................................................................30

2. Barriers to communications ........................................................................................................................................................................................39

3. Solutions to communication barriers .......................................................................................................................................................................41

4. Differences between communication and information .....................................................................................................................................42

Summary ..................................................................................................................................................................................................... 43

Test review .................................................................................................................................................................................................. 44


Communication within the company

1. Communication within the company. Types .........................................................................................................................................................48

2. Internal communication ...............................................................................................................................................................................................50

3. External communication ..............................................................................................................................................................................................55

4. Communication on a crisis ...........................................................................................................................................................................................61

5. Communication networks ...........................................................................................................................................................................................63

6. Communication as a source of behaviours .............................................................................................................................................................65

Summary ..................................................................................................................................................................................................... 67

Test review .................................................................................................................................................................................................. 68


Non-verbal communication

1. Non-verbal communication ........................................................................................................................................................................................72

2. Factors related to non-verbal language ...................................................................................................................................................................75

3. Functions of non-verbal communication ................................................................................................................................................................84

Summary ..................................................................................................................................................................................................... 85

Test review .................................................................................................................................................................................................. 86


Oral communication

1. Oral expression ................................................................................................................................................................................................................90

2. Listening for better communication .........................................................................................................................................................................99

Summary ................................................................................................................................................................................................... 107

Test review ................................................................................................................................................................................................108

Check your learning ................................................................................................................................................................................109

Telephone communication

1. Telephone communication ........................................................................................................................................................................................112

2. Telephone media and equipment ............................................................................................................................................................................113

3. Additional services offered by the telephone equipment ...............................................................................................................................116

4. Rules for a good telephone communication ....................................................................................................................................................... 120

5. Telemarketing .................................................................................................................................................................................................................125

Summary ................................................................................................................................................................................................... 129

Test review ................................................................................................................................................................................................130

Check your learning ................................................................................................................................................................................ 131

1

2

3

4

5

6

5

Contents

Written communication within the company

1. Written communication ............................................................................................................................................................................................ 134

2. Produce or reproduce documents ............................................................................................................................................................................137

3. Models of written documents in the company .................................................................................................................................................. 138

4. E-mail and netiquette ..................................................................................................................................................................................................157

Summary ................................................................................................................................................................................................... 159

Test review ................................................................................................................................................................................................160


The customer service department

1. The customer service department. Customer service ..................................................................................................................................... 164

2. Stages in the process of customer service ........................................................................................................................................................... 168

3. Procedures to solve complaints and claims..........................................................................................................................................................170

4. Enforcement of rules on resolution of complaints and claims .......................................................................................................................177

Summary ................................................................................................................................................................................................... 179

Test review ................................................................................................................................................................................................180


After-sales service

1. After-sales service ........................................................................................................................................................................................................ 184

2. Relationship of the after-sales service with other processes within the company .................................................................................187

3. Quality management and the after-sales service ............................................................................................................................................. 190

4. Techniques and tools for quality management.................................................................................................................................................. 193

5. Structuring the after-sales service ......................................................................................................................................................................... 195

6. Management tools of an after-sales service ....................................................................................................................................................... 198

Summary ...................................................................................................................................................................................................199

Test review ................................................................................................................................................................................................200


The information processing

1. Information processing .............................................................................................................................................................................................. 204

2. The file ..............................................................................................................................................................................................................................215

3. File media ........................................................................................................................................................................................................................219

Summary ................................................................................................................................................................................................... 221

Test review ................................................................................................................................................................................................222

Check your learning ................................................................................................................................................................................223

7

8

9

10

6

ContentsHow to use this book

Introduction to the unit

Here you’ll find the assessment criteria of the unit.

You will also find a summary of the contents you’ll study.

Development of the contents

Clear and concise explanation of the theory, along with margin sections that provide a better understanding of the most relevant topics:

Examples

Web

Vocabulary

Spanish assistant

Closure of each unit

They use what has been learnt in order to solve real problems and situations of your professional environment.

Case study.

They are used to work on the contents as they are explained, and they ensure a progressive learning. Do you think that there some issues that must be dealt with talking instead of in writing? Why? Explain your answer.

Activities

It allows the detection of learning problems.Diagram of the contents of this unit.

Summar y Review

Check your learning

Two pages with final activities grouped by assessment criteria.

Do you know that...?

Important

Watch out!

1Unit

Business organizations

In this unit you’ll learn how to:

And you’ll study:

Business organizations 1

8

1. The company as an organization

Entity.

For-profit.

sale of goods or services

goods.

assets

value of the company

intangible assets

organized exploitation of resources.

goods, rights and people must be or-

ganized;

organization

organization broad concept

meanings:

internal organization

companies

company

Profit.

Vocabulary

Fig. 1.1.

9

1Business organizations

communication,internal external

departments.

internal structure

legal or juridical form,

corporate image or corporate identity

Company=

OrganizationWork

Employer + employees

AssetsProperty + rights

+ obligations

Intangible value of

the companyImage

+ customers

Scheme 1.1.

Solution:

goodwill.

Case study 1. Buying a company

Goodwill.

Vocabulary

empresabusiness,

company,

firmenterprise.

corporation

Spanish assistant


10

2. Types of business organizations

2.1. Legal classification

private individual companies, corporate companies,

features

Freelance workers


Table 1.1.

ownermanager

Watch out!

1.

2.

Activities

According to the

partners’ liability

According to the

requirement of a

minimum capital

Aimed at social

economy or not

Classified as

commercial

companies in the

Commercial Code

Ltd.

Limited,S. L.,

Spanish assistant

11


2.2. Classification according to the organizational structure

organizational structure

Types of organizations by organizational structure

According to the way

tasks are assigned to

employees and to the

way they coordinate

among themselves

Formal

Informal

According to the role

of the decision-making

authority

Centralized

Decentralized

Depending on

the degree of

specialization

of job positions

Simple

Linear organization

Functional

organization

Complex

Mixed or hierarchical

functional

organization

Organization

in committees

Matrix organization

Depending on the

degree of hierarchy

Highly

hierarchical

Flat

Table 1.2.

Solution:

Case study 2. Matrix organization

Head of semi-cured cheease Employees Employees

Head of soft cheese Employees Employees

Head of the north area

Head of the south area

Head of cured cheese Employees Employees

General management


12

3. Functions in the organization: planning, management, organization and control

3.1. Planning function

strategic planning.

factors

Resources:

Actions:

a)

b)

c)

d)

People:

a)

b)

planning function

Forecast.

Budget

Program.

Vocabulary

tools planning

PERT:

GANTT:


13


c)

d)

Control:

a)

b)

3.2. Organizational function

3.3. Leadership function

leadership function

Scheme 1.2.

Lead towards the expected

targetMotivate

Understand problems

Transmit business

plans

Give specific

instructions

Leadership function

leadership style

a) Authoritarian style:

" "

b) Democratic style:

" "

c) Advisory style:

d) Passive or liberal style:

Important


14

management levels

Globally:

Departmental level: " "

Operational level:

3.4. Control function

to assess the outcome of the decisions that have been adopted

deviations

stages:

a) variables

b) how

c) deviations

d) remedial actions

Other employees

Operational management

Middlemanagement

Seniormanagement

Fig. 1.2.

control function

Effectiveness.

Efficiency.

Vocabulary

Solution:

a)

b)

c)

Case study 3. Control systems

15


4. Departments in the company. Organizational charts

4.1. Concept and types of departments

supervised

Common departments in companies Features

Production department

Commercial departmentPurchasing department

Sales department

Finance department

Human resources department

4.2. Organizational charts. Concept, features and types

organizational chart

features

Table 1.3.

Features of organizational charts

Table 1.4.

departments, areas functional units


16

types of organizational charts,

Sorting criterionTypes of

organizational chartsFeatures

PurposeInformative

Analytical

RangeGeneral

Partial

Content

Structural

Functional

Staff

Graphical layout

Vertical

Horizontal

Circular

examples

Table 1.5.

Scheme 1.3.

General management

Head of the technical office

Payroll responsible Selection responsible

Head of sales department Head of purchasing department

Store operator

Staff director Commercial directorFinancial director

Financial technicians

Example of a highly hierarchical company

Scheme 1.4.

Manager

Marketing head Production head Financial head Human resources head

Example of flat organization

3.

a)

b)

4.

a)

b)

c)

d)

Activities

17


5. Decision-making

5.1. Types of decisions

Decision-making in the company

Fig. 1.3.

Table 1.6.

5.

6.

Activities

Types of decisions:

Strategic/Level I:

Tactical/Level II:

Operational/Level III:

Programmable:

Non-programmable:

Examples

Sorting

criterion

Type of

decisionFeatures

Number of

individuals

Individual

Group

Level of the

decision

maker

Strategic / Level I

Tactical / Level II

Operational /

Level III

Depending

on the

method

Scheduled

Non-schedulable


18

5.2. The process of decision-making

process two or more alternatives

four main stages:

Analysis of the situation.

Planning and assessment of alternatives.

Decision and execution.

Monitoring and evaluation.


Solution:

1. Analysis of the situation:

2. Planning and assessment of alternatives:

3. Decision and execution:

4. Monitoring and evaluation:

Case study 4. Decision-making process

5.3. Decision-making in a group

growing tendency

19


Advantages:

Disadvantages:

techniques

Fig. 1.4.

Brainstorming

Philips 6/6

Six thinking

hats

——————

Nominal

group

——

———

Table 1.7.


20

6. Corporate identity and corporate image

6.1. Corporate identity

communicate,a controlled way.

stand outunique product, trademark

or professional.

A. Properties of corporate identity

properties:

Stability:

Consistency:

Evolution:

Uniqueness:

B. Dimensions of corporate identity

two dimensions:

Objective identity:

Subjective identity:

corporate identity

actual qualities or intentions of the company,

Important

21


C. Communication of corporate identity

Voluntarily:

Involuntarily:

image of the company.

Constant:

Consistent:

6.2. Corporate image

A. Building corporate image

company itself:

competitors:

environment:

B. Measuring corporate image

market research techniques,

public

general public

public

public

public

Watch out!

corporate image


22

reputation of the company,

Positioning,

corporate identitycorporate image

Solution:

Case study 5. Building corporate image

7.

Activities

23


6.3. The trademark

two reasons:

three basic types

Nominative:

Figurative:

Mixed:

three elements:

The symbol:

The logo:

The corporate colours:

6.4. Corporate Visual Identity (CVI)

real dif-ference.

corporate identity,visual identity

trademark

Fig. 1.5.

Fig. 1.7.

corporate visual identity " "

trademark brand,

trademark

brand

branded

Spanish assistant

Fig. 1.6.


24

corporate identity manual.

elements

Logo:

Symbol:

Corporate colours:

Fonts:

Figure-background relationship:

Monochrome version:

Applications:

http://www.um.es/cpu/imagen/

""

Web

Pantone Matching System,


8.

a)

b)

9.

10.

11.

Activities

Fig. 1.8.

http://www.um.es/cpu/imagen/

25


Summar y

Functions of the

organization

Planning

Organization

Management

Control

Departments

Production

Financial

Human resources

Commercial

Sales

Purchasing

Organizational chart

Schematic diagram showing the formal structure of the company and its departments, functional areas and their relationship of interdependence.

Purpose

Range

Content

Graphical Layout

Sorting criteria

Decision-making

Techniques of decision-making in group: brainstorming, Phillips 6/6, Six thinking hats, nominal group.

Situation analysis

Planning and assessment of alternatives

Decision and execution

Monitoring and evaluation

Process with four stages

Classification of companies

according to their

organizational structure

Formal or informal

Hierarchical or flat

Centralized or decentralized

Simple (linear or functional) or complex

Corporate identity (DNA

of the company)

Corporate identity≠

Corporate image (public perception)

Trademark

Objective identity: formed by real elements: legal form, structure, history, goods produced...

Subjective identity, formed by the attributes associated with it, but those doesn’t have to be tangible: friendly, modern, classic, green…

Corporate visual identity: development and application of the mark in all areas of the company.

Sign used to distinguish our products, services, industrial or commercial establishments in the market and so on.


26

Test review

1.

a)

b)

c)

d)

2.

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6. " "

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a)

b)

c)

d)

10.

a)

b)

c)

d)

11.

a)

b)

c)

d)

12.

a)

b)

c)

d)

27


Check your learning

Distinguish types of existing business institutions

1. pyme pyme

pymes.

Tip: the website www.creatuempresa.org/apoyoinfo.htm may be helpful to solve this activity.

2.

3.

Relate the common functions of the organization: manage-ment, planning, organization, execution and control

4.

5.

6.

a)

b)

c)

d)

Be aware of the importance of an adequate organizational structure to perform the provision of quality services

7.

—

—

—

—

8.

9.

10.

11.

Employees

Middle positions

Department heads

Manager

www.creatuempresa.org/apoyoinfo.htm


28

Check your learning

12.

13.

14.

15.

a)

b)

c)

d)

e)

f) " "

Recognize different types of existing trademarks

16.

Differentiating between corporate identity and image

17.

a)

b)

c)

d)

e)

f)

g)

h)

18.

a)

b)

c)

d)

e)

f)

19.

20.

a)

b)

c)

d)

""

a)

b)

c)

d)


And you’ll study:

2Unit

The communication process

The communication process2

30

1. Elements involved in the communication process

roles

Motivating

Reporting

Controlling

Expressing

non-verbal communication,

www.portalcomunicacion.com

Web

1.

a)

b)

c)

d)

Activities

Cola demand

www.portalcomunicacion.com

31

2The communication process

http://www.ciberconta.uni-

zar.es/leccion/comui/100.htm

Web

Solution

sender:

receivers:

message ""

channel

code

context:

Operator 1 Vicente Bajo

Operator 2 Juan Sala

Sales agentLuisa Vargas

Administrative assistantSara Castelo

Marketing manager Pedro Pérez

Operations managerAlejandra Díaz

Financial manager Alba Soneira

General manager Arturo Soneira

2. 3. www.dgt.es/was6/portal/contenidos/

visor_multimedia,

a)

b)

c)

Activities

Case study 1. Communicating the new company’s product

Scheme 2.1.

http://www.ciberconta.unizar. es/leccion/comui/100.htm

www.dgt.es/was6/portal/contenidos/ visor_multimedia,


32

Scheme 2.2.

scheme communication process

""

Watch out!

www.asesorutil.com/uso-del-microfono-conferenciantes

Web

1.1. The sender

reactionmission encode

Choosing a transmission system or channel

A proper use of the transmission system.

4.

5.

Activities

sender

communication process exchange of information

Feedback

Channel

Sender

Encoding

Message

Decoding

Receiver

www.asesorutil.com/uso-delmicrofono- conferenciantes

33


conversation, alternate their roles

exchange of messages

recommendations

style

1.2. The receiver

decodes

react

feedback

active listening

Fig. 2.1.

receiver

6.

Activities

Content Content

tree tree

Vía

Sender Receiver

senderreceiver

issuer source,

recipient.

to transmit to convey.

Spanish assistant


34

recommendations

Watching

Communicating

Using a voice tone

" " " "

Waiting arguments

1.3. The message

characteristics

lingua franca

lingua franca


message

Scheme 2.3.

7. ""

El País

"

"

Activities

Clarity

Accuracy

Objectivity

Interest

Opportunity

Unequivocal and easy to decode.

The information transmitted in the message must be accurate and complete.

True, authentic, as unbiased as possible.

It must be transmitted at the right time, that is, the moment in which the message has the

proper effect for the purpose to be achieved.

Information must be relevant to interlocutors.

Characteristics of the message

35


three types

Intended or planned message

Sent message

Received message

1.4. The channel

One classification

Personal channels

Non-personal channels mass media selective me-dia.

second classification

Formal channels

Informal channels

line of people

communication channel

Intended, sent and received mes-sage

"

" "

Examples

Fig. 2.2.

Fig. 2.3.

Rumours



36

Solution:

Case study 2. Communication directions

Pedro MorenoOperator

Ernesto GómezGeneral manager

Elena Pérez Administrative

assistant

Juan DíazOperator

1.5. The code




assistant

Juan DíazOperator



assistant

Juan DíazOperator





assistant

Juan DíazOperator

8. "" El País

http://www.elpais.com/articulo/portada/Rumores/evitar/virus/elpepusoceps/20090712elpepspor_5/Tes

9.

Activities

code

Fig. 2.4.

http://es.wikipedia.org/wiki/

Codigo_QR

Web

http://www.elpais.com/articulo/portada/Rumores/evitar/virus/elpepusoceps/20

37


encoding decoding

1.6. The context

IT.

"de"

Vocabulary

10. (silbo gomero) (http://www.unesco.org/culture/ich/index.php?RL=00172)

silbo gomero

Activities

context

Solution:

Case study 3. Communication elements

geographic and cultural factors parallel activities

Encoding

Decoding

www.unesco.org/culture/ich/index.php?RL=00172)


38

situation

registers.

1.7. Feedback

time-consuming

organizations" "

Fig. 2.5.

Excellent

Very good

Good

Average

Wrong

�

feedback

11. http://lacomunidad.elpais.com/vpa-internet/2010/11/1/el-email-como-medio-crm www.vpa-internet.com.ar/blog

12.

a)

b)

13. http://www.marketingdirecto.com/punto-de-vista/editorial/el-malentendido-de-las-redes-sociales

"

"

Activities

Watch out!

feedback,

(We need feedback from our customers)

Spanish assistant

www.vpa-internet.com.ar/blog

http://www. marketingdirecto.com/punto-de-vista/editorial/el-malentendido-de-las-redessociales

39


Factors related

to contextLocation or

timing

Factors related to the

message/channelNoise

Factors related

to the sender

and receiver

Lack of empathy

Stereotypes

and prejudices

Halo effect

Inferences

Generalizations

Lack of listening

Factors related

to the code

Sender and

receiver do not

share exactly

the same code

Factors related

to feedbackLack of feedback

Table 2.1.

Solution

Case study 4. Communications barriers

2. Barriers to communication

barriers


40

A. Physical barriers

limited visibility.

B. Intellectual barriers

Cultural barriers:

Semantic barriers:

C. Psychological barriers

Philosophical barriers:

Psychological barriers:

Fig. 2.6.

Fig. 2.7.

Fig. 2.8.

physical barrier

intellectual barrier

psychological barrier

14. www.publico.es/ciencias/292771/google-quiere-derribar-otra-vez-la-torre-de-babel

Activities

www.publico. es/ciencias/292771/google-quiere-derribar-

41


3. Solutions to communication barriers

solutionsstrategies

Physical barriers

–

–

–

–

Intellectual barriers

–

–

–

–

–

Psychological barriers

–

–

–

–

–

analysis of the communicative situation

Empathy

Assertiveness

Feedback

Vocabulary

Fig. 2.9.

a)

b)

c)

Solution

"to the point".

Case study 5. Solving communication barriers


42

4. Differences between communication and information

communication information.

information

communication

Solution:

Case study 6. Information vs. media communication

15.

Activities

Message

Sender Receiver

Channel

Feedback

Scheme 2.5.

Scheme 2.4.

Message

Sender Receiver

Channel

43


Summar y

Accuracy

Opportunity

Elements of communication

Receiver

Message

Channel

Code

Context

Feedback

Sender

Characteristics of a good sender

Encodes

Transmits credibility

Is assertive

Is able to improvise

Shows interest

Communication process with feedback

Feedback Message encoding Message issuance

Message receiptMessage decoding

Depending on the element of the communication

process involved

In the contextLocation

Time

Lack of empathy

Prejudice

Halo effect

Inferences

Generalizations

Lack of listening

In the receiver/transmitter

Uncommon code

Lack of feedback

In the code

In the feedback

Depending on the nature Intellectual

Physical

Psychological

In the message/channel Noise

CommunicateInform ≠Clarity

Objectivity

Interest

Desirable features in a

message

Barriers to communication


44

Test review

1.

a)

b)

c)

d)

2. " "

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6.

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a)

b)

c)

d)

10.

a)

b)

c)

d)

11.

a)

b)

c)

d)

12. ""

a)

b)

c)

d)

13.

a)

b)

c)

d)

14.

a)

b)

c)

d)

45


Check your learning

Identifying the elements and stages of a communication process

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12. ""

13.

14.

a)

b)

c)

d)

15.

16.

17.

Assessing the importance of maintaining a positive attitude in a communication process

18.

19.

a) " "

b)

c)

Distinguish between communicating and transmitting information

20.

a)

b)

c)

d)

e)

f)

g)

""

h)


46

Check your learning

21.

22.

23.

Differentiating between communicating and transmitting information

24.

25. "I""C"

Analysing the various barriers that may occur in communi-cation and choosing a valid alternative to solve communica-tion problems

26.

a)

b)

c)

d)

e)

f)

Solution Barrier

I C

" "

3Unit

Communication within the company


And you’ll study:

Communication within the company3

48

1. Communication within the company. Types

essential

success

Types of communication

Depending

on the scope

Internal

S UVertical

Horizontal

External

S U

Depending

on the code

Oral

U

Written

U

Non-verbal

U

Medium.

Vocabulary

Table 3.1. (cont.)

49

3Communication within the company

Types of communication

Depending on the

level of control

Formal

S U

Informal

S U

Table 3.1.

Solution

Written and external communication:

Written communication

Oral communication

Formal communication:

Case study 1. Types of communication I

1.

2.

Activities

Solution

T

Case study 2. Types of communication II


50

performanceassessment


Operational communication:

Motivational communication:

Watch out!

2. Internal communication

2.1. Vertical communication

top-down bottom-up

A. Top-down communication

common

role inform

Internal communication

Vertical communication

Top-down communication

51


oral written

B. Bottom-up communication

encourages participation

Bottom-up communication

Solution:

Top-down communication:

Bottom-up communication:

Case study 3. Senses of vertical communication

bypass


to perform

performance assessment,

Spanish assistant


52

2.2. Horizontal communication

coordination

informal communication

2.3. Diagonal communication

diagonal communication

Horizontal communication

Scheme 3.1.

3.

a)

b)

c)

d)

e)

f)

g)

Activities

53


2.4. Working meetings

key means

features

Types of meeting Goals

Routine

Extraordinary

in extremis

Informative

Negotiation

Advisory


Table 3.2.

Fig. 3.1.


54

stages

teamwork

limited num-ber of participants

Watch out!

4.

a)

b)

c)

d)

e)

f)

5. ""

Emprendedores.

http://www.emprendedores.es/hemeroteca/2008/124_enero/124_como_organizar_reuniones_productivas_y_rentables

Activities

Preparation of the meeting

success or failure

Development of the meeting

stages

Presentation of the topic

Analysis and discussion

Decision-making:

Closure of the meeting

http://www.emprendedores.es/hemeroteca/2008/124_ enero/124_como_organizar_reuniones_productivas_y_ rentables

55


3. External communication

3.1. Types of external communication according to the content of the message

1. Commercial

" "

2. Corporate

3. Business

4. Institutional

publics

3.2. Types of public in external communication

basic classification

1. General public.

2. Commercial public

–

–

3. Public administration

4. Media.

External communication

Target public

segmen-tation strategies.

Traditional segmentation criteria:

Geographic

Socioeconomic

Psychological

By the behaviour as consumer/

receiver:

Important

General public.

Vocabulary


56

Receiving visits

Reception

Identification

Management

Farewell

Watch out!

Differences between advertising and public relations

advertising message,

public relations,

Important

5. Financial institutions.

6. Community publics.

public relations advertising

3.3. Public relations (PR)

A. Characteristics of PR

Be proactive.

Act individually.

Be consistent

Promote a positive and credible image

B. The process of PR

1. Research.

2. Planning.

Public relations

57


3. Implementation of the plan.

4. Assessment of the results.

C. Communication actions of PR

basic actions

General public Commercial

Customers

Suppliers

Public administrations

The media Financial institutions Communities

Public relations 2.0

adapt

Important

6.

Activities

http://w w w.marca.com/2010/10/19/baloncesto/acb/

1287492497.html

Table 3.3.

http://www.marca.com/2010/10/19/baloncesto/acb/


58

3.4. Advertising

oversupply

A. Nature of advertising

Solution:

Before construction:

" "

Before opening the plant:

Opening:

Day to day:

Case study 4. Public relations

Social sciences.

Vocabulary

Advertising

It is an intended communication

It operates through short

and persuasive messages

The shape of its message is the result of creativity

It develops between social and human areas

The tone of the messages is positive

It is linked to reality

It is a signed communication

Table 3.4.

59


B. Types of advertisers and their advertising goals

C. Stages of advertising communication

steps

http://www.anuncios.com

Anuncios. Semanario de publicidad y marketing,

Web

4th Cause action in the potential customer

1st Attract attention2nd Arouse interest

3rd Create desire

Companies

1. Business goals:

––– "

"–

–

–––

–

2. Institutional goals:

––

Public institutions

––––

–

–––

http://www.anuncios.com


60

D. Components of advertising

two main elements

Informational component:

Persuasive component:

– Rational

– Emotional" "

– Unconscious persuasion

" "

E. Media selection

Qualitative features.

Quantitative characteristics.

Available budget.

Examples

process

Solution:

1.

2.

Mi bebé y yo, El mundo de tu bebé, Embarazo sano Ser padres hoy. serpadres.

es, mibebeyyo.com, elbebe.com todopapas.com.

3.

a)

""

b)

c)

d)

" "

Stages of the message:

1.

2.

3. ""

""

4.

Case study 5. Stages of advertising communication

Fig. 3.2.

61


4. Communication on a crisis

4.1. Dealing with a crisis

Crisis Handbook

4.2. Principles of crisis communication

Above all, stay calm:

Communication must be active:

The response must be quick:

A single message and a single spokesperson:

First at home:

Report all at once:

crisisinternal external

a crisis situation

Important

crisis cabinet


Fig. 3.3.


62

Solution:

crisis cabinet,

Human resource management

Maintenance management

Communication management

inquiry

Immediate actions:

meeting with represen-tatives of workers

press conference

Case study 6. Communication plan in a crisis situation

7.

a)

b)

c)

Activities

63


5. Communication networks

types

5.1. Formal communication networks

Types of formal networks

Chain network

Circular network

Star network

Multiple-way network

Y-shape network

communication network

Solution

Case study 7. Communication networks

Fig. 3.4.

Fig. 3.6.

Fig. 3.5.

Fig. 3.7.

Fig. 3.8.


64

channels

Important


Watch out!

5.2. Informal communication networks

A. Settlement of informal networks

B. The rumour

two reasons:

process

1st: Birth.

" "

2nd: Propagation.

3rd: Death.

rumour

8.

a)

b)

c)

d)

Activities

65


Assertive behaviour

6. Communication as a source of behaviours

efficient

motivation and satisfaction

6.1. Behaviours related to communication within the organization

Passive behaviour

Aggressive behaviour

6.2. Factors to be considered to allow assertive communication

Choose the appropriate time and environment.

Maintain an attitude of understanding and interest

Motivation.

Vocabulary

Table 3.5.


66

3

Solution:

comes to the desk of

Juan Martínez

" come to my office

" " "

"".

"They are correct

"

" sorry, I forgot

appropriate

don’t

you think?"

" "

"Thank you very much "

" "

Case study 8. Behaviour in communication

Listen actively.

Ask for advice or opinion,

Know the others by their names

Accept criticism or objections.

Suggest several options and explain the choices made.

Transmit positive information

Confront perceptions.

9.

Activities

Attendants

Summar y

67


Summar y

Types of communication in the company

Internal/External

Oral/Written/Non-verbal

Formal/Informal

Communication in a crisis Event that turns the organization into the focus of media, public,

opinion leaders... and implies that its image is in danger.

It combines actions of internal and external communication in an unusual situation.

Crisis

Communication networks

They follow the lines of the organizational chart (bottom-up and top-down). Types: chain, circular, star, multiple-way and Y-shape.

The creation of these networks is spontaneous, arising from unforeseen psychological and social relationships and with no target. Rumours spread

through these networks.

Paths through which information spreads.

Informal networks

Communication as a source for

behavioursPassive/Aggressive/AssertiveBehaviours related to communication:

Internal communication

Communication occurs among members of the company.

Horizontal

Communication among hierarchical levels.

It flows from management to the other members of the organization following the chain of command.

It flows from the lower positions to the top ones following the organizational chart.Bottom-up

It happens among persons of the same professional category.

Instrument of communication, both vertically and horizontally.

Types: Routine/Extraordinary/Information/Negotiation/Advisory.

Working meetings

External communication

External communication that is characterized by its economic cost and by trying to persuade the receivers to lead them to some action.

It’s the kind of communication that the company keeps with the outside.

Deliberate and planned actions undertaken by the organization to maintain rapport with their public and a positive corporate image.

Formal networks

Top-downVertical

Public relations

Advertising

Depending on the code

Depending on the degree of control

Depending on the scope


68

Test review

1.

a)

b)

c)

d)

2.

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6.

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a)

b)

c)

d)

10.

a)

b)

c)

d)

11.

a)

b)

c)

d)

12.

a)

b)

c)

d)

69


Check your learning

Defining communication channels within the organization

1.

2.

a)

b)

c)

d)

e)

Differentiating formal and informal organizational commu-

nication processes

3.

4.

5.

6.

7.

a)

b)

c)

d)

e)

8.

a)

b)

c)

d)

e)

9.

10.

11.

Assessing the information demand process in accordance with the type of internal or external customer

12.

a)

b)

c)

d)

13.

a)

b)

c)

d)

e) Quesos del mundo.

f)


70

Check your learning

Aspects that transmit the organization’s corporate identity and its importance

14.

15.

a)

b)

c)

d)

e)

f)

g)

h)

i)

j)

k)

l)

16.

a)

b)

c)

d)

e)

f)

17.

a)

b)

c)

""

d) "".

e)

" "

f)

18.

Influence of informal communication channels and chains

of rumours

19.

a)

b)

c)

20.

21.

4Unit


And you’ll study:


Non-verbal communication4

72

1. Non-verbal communication

the language that supports the spoken language

35 % of verbal elements 65 % non-verbal communication


Verbal Non-verbal

Oral

Non-oral

Table 4.1.

Fig. 4.1.

1.1. Parties to non-verbal communication

a) gestures, hands, position, looks

b) voice tone, speed of the speech

c)

1.2. Non-verbal acts

A. Origin

physiologicalenvironment

Solution

Case study 1. Different meaning of gestures according to cultural environment

73

4Non-verbal communication

B. Usage

enhance, repeat or illustrate a verbal message these acts may not be related to the spoken message, or they may even contradict

it

C. Encoding

Arbitrary

Iconic

1.3. Types of non-verbal acts

A. Emblems

emblem

crossing fingers


Fig. 4.2.

Solution

a) " "

b)

c)

Case study 2. Interpretation of the emblems

B. Illustrators

linked to verbal communication

1.

Activities

a) b)

Fig. 4.3.


74

C. Regulators

organizing or leading the conversation that is taking place between the interlocutors

nods or denial gestures " " " "

Fig. 4.4.

D. Adaptors

Social adaptors:

Instrumental adaptors:

Subsistence adaptors:

Fig. 4.5.

3.

Activities

non-verbal communication

time-savingopen-minded

world-famous

Spanish assistant

2.

a)

b)

c)

Activities

75


2. Factors related to non-verbal language

paralanguage, body language and proxemics

Scheme 4.1.

Paralanguage

Body language

Proxemics

2.1. Paralanguage

paralanguage behaviour

Chronemics:

Diacritical behaviour:

Important


Watch out!

Rate



76

A. Voice tone

B. Rate

C. Volumeintensity

low high

D. SilencesSilences pauses

positively negatively

Pauses

sighs

E. Timbrevoice timbre register

Watch out!

Sarcasm

Vocabulary

rate

4.

a)

b)

5.

Activities

voice tone,


77


2.2. Body language

gestures and expressions

meanings

1.

2.

3.

4.

5.

6.

a) Gestures and positions. gestures

positions

b) Eyes.

c) Body contact.

A. Facial expression

eyes mouth

Body language

Fig. 4.6.

Kinesis.

Kiné.

Kineme.

Vocabulary


6.

a)

b)

Activities


78

Elisa’s laughter

"

"La comunicación no verbal

Examples

seven basic emotions

smiles

simple smile

– Low intensity:

– High intensity:

teeth smile

B. Looks

three kinds

a) Work look:

b) Social look:

c) Intimate look:

Fig. 4.7. a) b) c)

look

to see to stare to glance

to glimpseto gaze

at.

Spanish assistant

a) b) c)

79


C. Position

Position body

a) Legs

– Crossed legs:

– Semi-open legs:

– Stretched legs:

– One leg in front and the other behind:

Solution

a) b) c)

Case study 3. Positions and their meaning

a) b) c)

b) Body moves

echo positions.

Receptive position

Examples



80

D. Gestures

different countries different meanings.

hands

Greeting

–

–

–

–

–

–

Fig. 4.8.

Fig. 4.9.


81


Hand movements.

–

–

–

Gestures with both hands.

–

–

–

–

2.3. Proxemics

factors

degree of intimacy

purpose of the meeting

Personality

Age

Culture or race

Proxemics


a) b) c) d)

7.

Activities


82

distance

Intimate distance

Personal distance

Social distance

Public distance

submission

keep the physical distance

Fig. 4.10.


Watch out!

8.

Activities

83


2.4. Personal image

personal image

style

staff who has contact with the public,

dress code

appropriate personal image and appearance

heavy communicative content

shoes

9.

10.

11.

Activities

Watch out!


84

3. Functions of non-verbal communication

Emphasizing verbal language

Expressing feelings and emotions

Replacing words.

""

Guiding the way in which verbal message should be interpreted.

" "

Possible conflict with verbal communication.

""

Regulating communication.

"" " "

Fig. 4.11.

12.

Activities

Case study 4. Functions of non-verbal communication

R e p l a c i n g words or ex-p ress io n s :

""

E x p r e s s i n g feelings:

Guiding verbal communication:

85


Summar y

Functions of non-verbal

communication

Emphasizing verbal language.Expressing feelings and emotions. Replacing words.Guiding the way the verbal message should be interpreted. Contradicting verbal communication. Regulating communication.


Facial expression

Position

Gestures

Information transmitted through the expression of the face.

Body moves that go with verbal communication.

Visual stimuli that are sent to the person you are speaking to.

Tone

Rate

Volume

Silences

Timbre

Communication element that relates feelings and their expression in words.

Verbal fluency that a person has.

Intensity with which someone speaks.

Breaks made in verbal communication.

Register to distinguish one person from another.

Factors related to verbal language

(paralanguage)

Factors related to behaviour

Bod

y la

ngua

geP

roxe

mic

sP

erso

nal i

mag

e

This is the style of a person: clothes, physical features, gestures, walking ways, movements, and so on.

ProximityAnalysis of the space surrounding people

in their communication with others.

LookInformation transmitted through

the expression of the eyes.

It is the set of messages sent through gestures, positions, facial expressions or body movements.


86

Test review

1.

a)

b)

c)

d)

2.

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6.

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a)

b)

c)

d)

10.

a)

b)

c)

d)

11.

a)

b)

c)

d)

12.

a)

b)

c)

d)

13.

a)

b)

c)

d)

87


Check your learning

4

Understanding non-verbal communication

1.

2.

a)

b)

c)

3.

4.

a)

b)

c)

d)

e)

5.

6. " "" "

7.

Differentiating between the concepts of body language, paralanguage and proxemics

8.

a)

b)

c)

d)

e)

f)

9.

a)

b)

c)

d)

10.

a)

b)

c)

d)

11.

12.

a)

b)

c)

d)

e)

13.

14.

15.

a)

b)

c)

d)

e)

f)

16.

17.

Assessing the importance of aspects such as tone, rythm,

looks, etc. in the communication process

18.

19.


88

Check your learning

20.

a)

b)

c)

d)

e)

f)

g)

h)

i)

j)

k)

l)

m)

n)

21.

22.

23.

24.

25.

a)

b)

c)

d)

26.

a)

b)

c)

d)

27.

28.

a)

b)

c)

d)

29.

a)

b)

c)

d)

30.

Analysing the functions of non-verbal communication

31.

32.

33.

a)

b)

c)

d)

e)

f)

34.

5Unit

Oral communication


And you’ll study:

Oral communication5

90

1. Oral expression

oral meanswithin the company

face-to-facedistance

face-to-face

dialogue

goals

Courtesy.

Dialectics.

Eloquence.

Grammar.

Oratory.

Rhetoric.

Vocabulary

1. "

"

2.

Activities

expression or oral communication,spoken word

interlocutors

1.1. Requirements and characteristics

situation

communicative situation:

Intentions

Relationship

Space

Time

91

5Oral communication

1.2. Developing an oral message

A. Stages of developmentconsecutive stages:

avoid the barriersrecommendations

Transmitter

Receiver

Message

Context

Table 5.1.

filler


advantages disadvantages:

Advantages of oral communication Disadvantages of oral communication

3.

4.

Activities

Avoid repetition of ideas

Eliminate confusion

Allow a clear expression: structuring ideas

Make a draft (Fig. 5.1) of what is going to be explained, as it has the following advantages:

Situation analysis: What is the purpose of communication? Why is it necessary? What is the audience of the message? How can I communicate effectively in that situation?

Prepare the topic: information, specific language, etc.

Organize the required support or complementary material: the draft itself, notes, outlines, audiovisual presentations, etc.

Fig. 5.1.

Plan the speech

Oral communication5

92

Use the time to say everything that is deemed

necessary

Stick to the conventions of the type of

speech (subject,

structure, etc.)

Mark the begin-ning and end of

the speech

Speak accurately

Speak clearly

Interact with other interlocutors

Non-verbal aspects

Handle the topic in a dialogue

Make a brief and appealing introduction to arouse interest of the listeners, which may include a summary of the topics. It can be used to define or clarify new

or unfamiliar terms that will be used.

The exposition itself

Conclusion or summary of the basic ideas

Control voice: intonation, volume, pitches, tone

Control the look: addressed to interlocutors

Use appropriate non-verbal codes: gestures and movements

State that we want to intervene (with gestures, sentences)

Choose the right time to intervene

Effective use of the right to speak

Notice when an interlocutor wants to speak

Give the right to speak to an interlocutor at the right time

Search for appropriate topics for each situation

Start or suggest a topic

Develop a topic

End a conversation

Lead the conversation to a new topic

Diverting or avoiding a conversation topic

Relate a new topic with an old topic

Self-correction

Clarify and refine the meaning of what is meant

Repeat and summarize the most important ideas

Restate what has been said if it was not clear

Customize the message to the receiver or receivers and use a vocabulary that is known to them

Simplify sentence structure

Avoid all noise words

Do not use routine expressions and formulas

Avoid fillers, pauses and repetitions

As we saw in Unit 2, feedback is essential for effective communication to exist

5.

a)

b)

c)

d)

e)

6.

Activities

Formulate or structure the

message

Transmit the message

Receive feedback

93

5Oral communication

B. Accuracy and clarity in the message

recommendations accurate message:

recommendations clear message:

Use explanations about specific cases, rather than relying on abstractions" " "

"

Express our intentions " "" "

Establish connections among the approaches that we have introduced"

" ""

Try to summarize as much as possible "" "

"

Select support materials carefully and make sure that we know how to use them

Relate ideas of the message to other general ideas

7.

8.

9.

http://www.elpais.

c o m /a r t i c u l o / t e c n o l o g i a / E n c o n t r a d /a m a i s /

elpeputec/20111006elpeputec_5/

Activities

demagogy


http://agrega.educa.jcyl .es/visualizar/es/es-cl_ 2010031512_9113946/false

http://agrega.educa.jcyl .es/visualizar/es/es-cl_2010031512_9112507/false

Web

http://www.elpais. com/ar t ic u lo/tecnologia/Encontrad/amais/ elpeputec/20111006elpeputec_5/

Oral communication5

94

1.3. Forms of oral communication

A. Dialogue and debate

these rules

Fig. 5.2.

dialogue

debate

10. 11.

Activities

B. The report

It must contain a clear and accurate language:

–

–

–

–

report

95

5Oral communication

draft or outline

" " " " " "

may be used to

Report

Prepare

types of oral reports

A periodic report

non-periodic report

less formal

three types

Table 5.2.

http://cvc.cervantes.es/ense-

nanza/biblioteca_ele/ciefe/

pdf/01/cvc_ciefe_01_0018.pdf

http://www.optica.unican.es/

Docencia/presentacionoral.pdf

Web

Expositive reports Analytical reports Persuasive reports

12.

a)

b)

c)

13.

Activities

Writing

Scheme 5.1.

Production

Preparation

http://www.optica.unican.es/ Docencia/presentacionoral.pdf

Oral communication5

96

C. Conference

speeches

logical order

Using examples, anecdotes or comparisons that illustrate what he or she wants to explain

Seeking an alternative explanation for the same topic when it is difficult to unders-tand

Using audiovisual media to clarify and complete information

Monologue

Vocabulary

colloquium

Watch out!

Fig. 5.3.

Solution:

a)

b)

c)

d)

e)

Case study 1. Developing an oral message

14. http://www.radiocable.com/obama-ciceron8756.html

15.

Activities

conference

http://www.radiocable. com/obama-ciceron8756.html

97

5Oral communication

D. The interview

number of participants

Individual interview:

Panel interview:

Group interview:

procedure

Structured, planned or directed interview:

Unstructured interview:

Mixed interview:

purpose

E. Job interview

goals:

interview

job interview

Goals

Interviewer Interviewee

Table 5.3.

http://www.entrevistadetrabajo.org

Web

natural and sincere

16.

http://www2.uca.es/dept/enfermeria/socrates/entrevista/09.htm

17.

Activities

Personality Training Previous work Job position

interviewee? –ee

interviewinterviewer

interviewee

employer

employee

Spanish assistant

http://www.radiocable. com/obama-ciceron8756.html

http://www.entrevistadetrabajo.

Oral communication5

98

F. Phone calls

voice misinterpretations

Use of the voice:

– Kindness:

– Trust and credibility:

– Interest:

Ability to listen:

" " " " " "

Speak slowly:

Choose your words:

Focus on the conversation:

Fig. 5.4.

Jargon.

Vocabulary

Important

Sender

Channel� �

Receiver

18.

a)

b)

c)

d)

19.

Activities

99

5Oral communication

2. Listening for better communication

2.1. Attention and active listening

listening.

verbalnon-verbal expressions.

A. Barriers to active listening

barriers

Self expectations.

–

–

–

–

The tendency to make judgements

Disconnection. " "

Hurry.

"" " "

Distractions.

hearing

listening

Vocabulary

(to hear) (to lis-ten).

we hear someone we listen TO someone.

to

Spanish assistant

Active listening

Oral communication5

100

B. Techniques to reach active listening

Listening attitude.

Paraphrasing and summarizing.

"" " "

Using reinforcement words or compliments.

" " " "" " " "

Choosing the right place and time.

Looking at the interlocutor,

2.2. Showing empathy

negative feelings positive feelings

"" " "

A. Steps to empathising

Knowledge of the feeling.

Recognition of the feeling.

" "" "

" "

Fig. 5.5.

inability to empathize


void using clichés or

stock phrases ""

Watch out!

Empathy

101

5Oral communication

B. How to empathize

two ways of expressing empathy:

Through verbal communication.

" " " "

Through non-verbal communication.

2.3. Knowing how to ask

importantverify

A. The benefits of asking

The interlocutor feels valued.

It allows us to obtain new information or verify

It allows us to find out what interlocutors think and feel.

guide the conversation

B. The art of good questions

Asking the right person,

Choosing the appropriate context.

Asking the question properly.

Asking fluently.

An example of fluent question:

Expansion is a good strategy. What would our tar-get countries be?

Examples

Fig. 5.6.

Oral communication5

102

C. Basic types of questions

Open: " " "

"

" ".

Closed: " " "

"

Confirmation:

""

Rhetorical:

""

group of people

the group in general,

an individual

Examples of questions to groups

""

""

Examples

dvantages and disad-vantages:

Open questions

Closed questions

Watch out!

" "

Solution:

a

direct question to the appropriate person

""

" "

Case study 2. Knowing how to ask

20. 21.

Activities

103

5Oral communication

2.4. Improving feedback

oral, verbal feedback

Keys to improve feedback

advice or opinion

neutral

Avoid making value judgments

encourage

– " "

– " "

alternatives

present

2.5. Strategies to attract receiver’s attention

Using questions. " "

" "

Mentioning the name or names of attendees. " "

" "

Using comparisons.

""

Dramatizing the events." "

Surprise elements:

" "

Costumes and scenery:

Watch out!

Oral communication5

104

Assertiveness is a behavioural habit or pattern

and, therefore, it can be learned.

Watch out!

Using humour.

Using pauses.

22.

Activities

2.6. Assertive communication techniques

Techniques to be assertive in a conversation

Type of technique Example

Broken record

Table 5.4. (cont.)

105

5Oral communication


Fogging

" " " " " "

" " " "" "

Assertive postponement

Change processing

Ignoring

Table 5.4. (cont.)

Oral communication5

106


Assertive agreement

Assertive question

23.

a)

"

"

b)

c)

d)

e)

"

"

"

Activities

Table 5.4.

107

5Oral communication

Summar y

Oral expression

Dialogue and debateExchange of information between two or more people,

with a moderator in the second case.

Oral presentation of data on an issue or situation.

Public dissertation about scientific, technical or cultural issues; it’s similar to the debate but on broader issues and with a

subjective component that is missing in the report.

A person (interviewer) asks a series of questions to another (interviewee) for information or opinion. Example: job interview.

Techniques for effective telephone communication: voice use/ability to listen/speak slowly/choose words/focus

on the conversation.

Oral report

Conference

Interview

Phone calls

Oral communication

techniques

Listen to communicate

better

Barriers

Techniques

Own expectations/making judgements/disconnection/hurry/distractions.

Attitude of listening/paraphrase and summarize/issue reinforcing words or compliments/choose

the right time and place/look at the caller.

The art of questioning

Steps

How

Feeling knowledge/feeling recognition.

Through verbal communication/through non-verbal communication.

Improving feedbackIt allows you to know if the message has been perceived in

the right way and to close the communication process.

Attracting the attention of the interlocutor

Environmental/Non-verbal/Verbal.Factors that influence the attention

Assertive communication techniques

Broken record/fogging/change processing/ignoring/assertive agreement/assertive question.

Showing empathy

The interlocutor feels valued/know new information or verify what we know/find

out what the other person thinks or feels/guide the conversation.

Open/closed/confirmation/rhetoric.

In group: addressed to the group/direct question to a group member.

Types

Benefits of asking

Develop an oral message

Requirements and characteristics

Requirements: analyse the situation and prevent barriers. Features, advantages and disadvantages of oral communication.

Stages: planning/structuring/transmission/feedback.

Attention and active listening

Oral communication5

108

Test review

1.

a)

b)

c)

d)

2.

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6.

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a)

b)

c)

d)

10.

a)

b)

c)

d) a) c)

11.

a)

b)

c)

d)

12. ""

a)

b)

c)

d)

13.

a)

b)

c)

d)

109

5Oral communication

Check your learning

Identify the elements of oral communication in the trans-mitted messages

1.

2. "

"

3.

4.

5.

6.

7.

8.

9.

10.

"

"

" ".

"

".

""

" "

11.

a) " "

b) " "

c) "

"

d)

""

Oral communication5

110

Check your learning

12.

13.

a)

b)

c)

d)

e)

14.

a) "

"."

".b) "

"."

"."

"."

".

"

"

c)

""

""

"

".

"

"

d)

""

""

"".

"

".

"

"

"

".

Analyse the most common mistakes that occur in oral com-munication

15.

16.

a)

b)

c)

"

".

6Unit


And you’ll study:


Telephone communication6

112

1. Telephone communicationone of the most important forms of communication within

the company

internal and external communications

first contact

interlocutors don’t see each other

Alexander Graham Bell


Solution:

telet-trofono

Case study 1. Who invented the telephone?

1.

2.

3.

Activities

113

6Telephone communication

2. Telephone media and equipment

devices

2.1. Fixed telephony devices

fixed telephones.copper

networks

2.2. PBX

A. IP PBXs

VoIP phone systems

data network

private branch exchange or PBX

Optical fiber.

Laser.

LED.

Diode.

IP.

Vocabulary

VoIP

IP Network

Watch out!

Fig. 6.1.


114

telephone terminals IP telephone terminals;

B. Call centres

inbound outbound

C. Contact centres

call centre

Contact centres

Skype

Solution:

Skype

http://www.skype.com

Case study 2. Free registration in IP telephony software

4.

5.

Activities

Fig. 6.2.

http://www.skype.com

115


2.3. Mobile devices

great revolutions

two types

PDA

Smartphone

mobile phone

Fig. 6.3.

Fig. 6.4.

Fig. 6.5.

Watch out!

6.

7.

8.

Activities


116

3. Additional services offered by the telephone equipment

Scheme 6.1.

3.1. Common features

A. Fixed telephony

Notice of charge

Call forwarding

Call hold

Call waiting

Call offer

Identification of the calling line

Three-way calling

Completion of calls

Call transfer

Notice of initiation of multiconference

Recall

Table 6.1.

9. a) b)

Activities

Supplementary services of telephone equipment

117


B. PBXs

supplementary features

Identification of incoming calls.

Call restrictions.

Music on hold

Billing information.

IP PBXs

C. Mobile telephony

modelservice provider

Length of calls:

Voice mail:

Call forwarding.

Call waiting.

Missed calls:

Address book:

Conference calling:

Emergency call:

Telecommuting telework



118

Voice recognition:

Infrared:

GPRS:

SMS messages:

Multimedia messaging or MMS:

Video calling:

Downloads:

Email:

Internet services:

GPS navigation:

3.2. Billing-related services

Information on bills:

Consumption control:

Flat fee:

3.3. Business-related services

M-Business (Mobile Business Development):

– B2B (Business to Business):

– B2C (Business to Consumer)

Bluetooth.

WI-FI.

" "

WAP.

""

UMTS. "

"

3G.

Protocol.

Vocabulary

119


– B2E (Business to Employee):

– B2G (Business to Government):

M-Commerce (Mobile Commerce):

– Mobile-ticketing:

– Mobile-banking:

– Mobile payments:

a)

b) ""

c)

d)

Solution:

a)

b)

c)

d)

Case study 3. Services through mobile phone

10.

a)

b)

11.

a) "

"

b) ""

Activities


120

4. Rules for a good telephone communication

4.1. Basic rules

transmit a good image

Stages of a phone call

four stages

Introduction ""

Develop-

ment

" " " "

Closure

"

"

Farewell" "

Table 6.2.

Spanish assistant

121


4.2. Rules for answering a call

Rules relating to aspects of non-verbal communication Rules relating to aspects of verbal communication

"" " "

" "

Table 6.3.

4.3. Rules for making a call

Rules relating to aspects of non-verbal communication Rules relating to aspects of verbal communication

""

" "

" " " "" " " "

Table 6.4.


122

Important

""

""

"

"

""

" "(Pause to ask questions or to pre-tend you do)

"

"

""

" "

" "

Examples

4.4. Skills to act as a filter

reasonsright person

Techniques to act as a filter

Act naturally:

Find out the relationship "

"Check

sales calls

call on hold

4.5. Skills for dealing with complaints over the phone

Techniques for dealing with complaints over the phone

" " " "

Acting as a filter

123


4.6. Job search with the phone

very effective

A. Preparation

name of the person

ultimate goal

B. Calling process

appropriate time

C. Reaching the goal

without a plaintive tone, and briefly

Fig. 6.6.

Aspects of non-verbal communication Aspects of verbal communication

Table 6.5.


124

G:

C:

G: C:

G:

C:

G:C:

C:

G:

Recepcionist (R):

Caperplush (C):

R:

R: C:

Mr. Gómez (G):

C:

R:

C:

(Write down the name: Mr. Gómez)

G:

C:

G:

12.

Situation 1.

Situation 2.

13.

Activities

Case study 4. How to establish telephone contact with someone

Solution:

125


5. Telemarketing

but a sales or supporting method

two functions

As a means of communication,

As a marketing channel,

5.1. Telemarketing applications

Commercial applications.

–

–

–

–

–

–

–

–

– " "

Marketing applications.

–

–

Upgrading.

Cross-selling.

Follow-up.

Vocabulary

Fig. 6.7.

Telemarketing

outbound telemarketing

inbound telemarketing

Important


126

–

–

–

–

5.2. Advantages and disadvantages of telemarketing

Advantages Disadvantages

Table 6.6.

5.3. Skills to develop a telemarketing professional

three aspects

1. contact file or database of potential customers

2. appropriate technical and technological means

3. workforce

http://w w w.puromarketing.com/23/6979/maneras-utilizar-llamadas-masivas.html

Web

http://www.puromarketing. com/23/6979/maneras-utilizarllamadas- masivas.html

127


Before the call

prepare it

believe in our work

During the call

Aspects of non-verbal communication Aspects of verbal communication

Table 6.7.

After the call

14.

a) Outbound.

b) Inbound.

Activities


128

Case study 5. Telemarketing calls

15.

16.

17.

a)

b)

Activities

129


Summar y

Importance of telephone communication within the company.

Additional services provided by the

telephone equipment

Common features.

Business-related services.

Billing-related services.

Basic rules.

Rules for answering a call.

Rules for making a call.

Skills to act as a filter.

Skills to handle telephone complaints.

Job search over the phone.

Aspects of verbal and non-verbal communication.

Communication tool that uses the phone as the main communication method in a systematic and planned way.

Telemarketing applications.

Advantages and disadvantages of telemarketing.

Skills to develop a professional telemarketing.

Telemarketing

Fixed telephony devices.

PBXs.

Mobile devices.

Fixed telephony.

PBXs.

Mobile telephony.

M-Business.M-Commerce.

Stages of a phone call: introduction/development/closure/farewell.

Aspects of non-verbal communication. Aspects of verbal communication.

Aspects of non-verbal communication Aspects of verbal communication.

Techniques to select the calls that must be passed to our superiors.

Preparation/Process/Reaching the target Keys to create a good impression

over the phone.

Commercial applications.Marketing applications.

Before the call

During the call

IP PBXs.Call centres.

Contact centers.

PDA.Smartphone.

After the call


Rules for a good telephone

communication

Telephone means and equipment


130

Test review

1.

a)

b)

c)

d)

2.

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6.

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a) " "

b) " "

c) " "

d) " "

10.

a) " "

b)

c)

d)

11.

a)

b)

c)

d)

12.

a)

b)

c)

d)

13.

a)

b)

c)

d)

131


Check your learning

131


Assess the importance of telephone communication within the company

1.

Phone media that are currently used

2.

3.

4.

5.

6.

7.

a)

b)

c)

8.

Most common features of fixed and mobile devices and PBXs

9.

10.

11.

12.

13.

14.

a)

b)

c)

d)

15.

" "

16.

17.

18.

19.

Making and receiving effective corporate calls

20.

21.

22.

Conversation 1

Conversation 2

Pause


132

Check your learningConversation 3

23.

Properly apply verbal and non-verbal communication techniques

24.

a)

b)

c)

25.

a) " "

b)

c)

d)

e)

f)

Use the phone as a tool for commercial and marketing

purposes

26.

a)

b)

c)

d)

e)

f)

g)

27.

28.

a)

b)

c)

d)

e)

7Unit


And you’ll study:

Written communication within the company

Written communication within the company7

134

1. Written communication

the most used type of communica-tion in this area,

internal external:

speed

advantageslasting

analyse

drawback: the sender is not present

1.1. Steps to develop a written text

more preparation

keys sender

words

complete

empathy

length

logical and coherent

El País

http://estudiantes.elpais.com/

libroestilo/indice_estilos.htm

h t t p : // w w w . f u n d e u . e s /

manual-espanol-urgente.html

http://es.wikipedia.org/wiki/

Wikipedia:Manual_de_estilo

Important

http://www.etsimo.uniovi.es/links/idiomas.html

Web

Watch out!

Used to transmit information to the departments and employees of the company.

Internal written

communication

It connects the company with the outside: suppliers, customers, collaborators, distributors, public administrations, and so on.

External written

communication

135

7Written communication within the company

right order

1. Analysing the situation

2. Brainstorming

3. Selecting information

4. Sorting contents

5. Writing the text

6. Checking the written

7. Reading the text again

Table 7.1.

1.

a)

b)

c)

d)

e)

f)

g)

2.

Activities

1.2. Principles of written communication

Informe Económico

La evolución económica ha sido buenísima. Las ventas han suvido mucho y cada día vana mejor nuestros vende-dores están haziendo gran-des negocios por lo que los benefizios serán bastante importantes este año.Bebemos intentar conse-guir que el año que viene las ventas de todo los productos sean iguales mayores que las deste año porque asin podremos ampliar nuestro mercado y acernos líderes del sector sin competencia.


136

Principles of written communication

Adequacy

Accuracy

Correcction

Coherence

Cohesion

Emphasis

Table 7.2.

Solution:

Accuracy

a)

b)

En la fecha de hoy Hoy

En el momento presente Ahora

Con la finalidad de que Para que

Durante el tiempo que Mientras

c)

Cohesion

a) es decir, esto es

por último por consiguienteen primer lugar en resumen

b)

La directora llamó a su despacho a Jorge y a Luisa. Les han concedido una beca para estudiar en el extranjero.

Emphasis

c)

d)

e)


3.

a)

b)

c)

d)

Activities

137


2. Produce or reproduce documents

means production and reproduction

Means used for document production

Handwriting

Typewriter

Computer

Telegraph

Means used for document reproduction

Photocopier

Printer

Fax

Scanner

Table 7.3.

Table 7.4.

2.1. The three Rs: recycle, reduce and reuse

Recycle

Reduce

Reuse

Solution:

a)

b)

Case study 2. Reproduction of documents

http://www.rcysostenibilidad.telefonica.com/es/medio_cam-bio/huella.php

Web

4. 5.

Activities


138

3. Models of written documents in the company

documents

3.1. Business letter

A. Structure of the business letter

– the place and date

– ata of the recipient or receiver

– brief greeting

– brief summary

business letter

Fig. 7.1.

� Centro Universitario de Marina

Centro Universitario de Marina

C/ Santa Luisa, 2

08900 Barcelona

Tel.: 93 343 33 33

www.cumarina.es

Fig. 7.2.

Valladolid, 6 de abril de 2011N/ref: RL/msAsunto: reclamación

Conservas de Levante, S. A.Avenida del Sur, s/n

46001 ValenciaMuy Señores míos:

Hemos comprobado que en su envío de mercancias del día 4 de abril, correspondiente a nuestro pedido núm. 942 del día 30 de marzo, existe una discrepancia estre el número de unidades que figura en el albarán y las realmente recibidas.

Esta estriba en que la cantidad de tarros de mermelada que figura en el albarán es de trescientos -300-, mientras que la cantidad realmen-te recibida es de doscientos cincuenta-250-.

Suponemos que ha sido un error por su parte, por lo que les roga-mos que no emita la factura de la venta hasta que no se aclaren las circunstancias por las que reclamamos.

Esperando recibir una rápida contestación, les saluda atentamente,

Raquel Álvarez

Directora ComercialRR/mvs

Comerciosde AlimentosPaseo del Río, 2547074 Valladolid

Teléfono: 983 11 11 11Fax: 983 33 33 33

E-mail: [email protected]

�

AC

139


Content

There are no strict rules

End


http://www.cartascomerciales.com.es

Web

Fig. 7.3.

B. Styles of business letters

style

Modern style:

Modified modern style:

Professional style:

Evolved style:

6. http://www.emprendedores.

es/var/em/storage/original/application/em102_08.pdf.

7.

a) b) c)

Activities


140

C. Abbreviations and acronyms

the receiver knows what they mean

Abbreviation Meaning Abbreviation Meaning Abbreviation Meaning

A/A a la atención compañía días vista

a cuenta cuenta corriente firmado

aceptación céntimo factura

administración cheque impuesto

administrador departamento L/ letra de cambio

atentamente descuento portes debidos

banco director, dirección teléfono

Table 7.5.

D. Customizing business letters and envelopes

DIN A4envelopes

22 x 11.5 cm (American)

design

insert

Fig. 7.4.

Fig. 7.5.

Fig. 7.6.

A1(84 X 59,4 cm)

A2(42 X 84 cm)

A3(42 X 29,7 cm)

A4(21 X 29,7 cm)A5

(21 X 14,8 cm)

A7A6

A0

A8

8. 9.

Activities

141


E. Computer applications and formats for business correspondence

make this task easier editing proofreading

formal aspects

3.2. Commercial documents

sales documents

payment documents

A. Sales documents

Request for information or offer

Offer

Order

Response to the order: invoice, bill

BU

YE

R

SU

PP

LIE

R

Fig. 7.7.

commercial documenthttp://office.microsoft.com/es-hn/templates/carta-diseno-comercial-TC010067038.aspx

Examples

Scheme 7.1.


142

B. Request for information or offer

amounts, purchase prices and delivery times.

planningavailability

discounts

order forms

structure

Header,

Addressee.

Date.

Subject and reference of the business letter.

Signature.

Body of the business letter.

C. Offer of professional services

Fig. 7.8.

��ALICATADOS

INGLETE

143


sample letter professional services,

Ofrecemos:

flexibilidad y seguridad

Fig. 7.9.

Order proposal

Delivery note

Sa

les

do

cum

en

ts

Table 7.6. (cont.).


144

Invoice

a)

b)

c)

d)

e)

f)

g)

h)

i)

Receipt

Cheque

Promissory note

Bill of exchange

Sa

les

do

cum

en

tsP

ay

me

nt

do

cum

en

ts

Table 7.7.

D. Payment documents

usual payment documents receipts, checks, promissory notes and bills of exchange.

Table 7.6.

145


3.3. Internal documents

written communications

A. Meeting request

date, time and place agenda

read and pass the minutes of the previous meeting

“any other business” (ruegos y pregun-tas)

meeting request

10. http://www.facturae.es

11.

Activities

Alicante Euros ≠1.000.- €≠

15-5-2008 15 de Julio de 2008Sociedad Labrador S. A.

Mil euros---------------------

Banco DinerosPuerta de Toledo, 2528019 Madrid 0128 0338 75 4121012365

Sociedad Labrador S. A.Plaza del rey, 528019 Madrid

01/03/2008

P.P Sociedad Librada P.P Sociedad Labrador

1 2 34 5

1267

8

910

11

13

Fig. 7.10.

Corporate law

Important

Orden del día:


146

B. Meeting minutes

must reflect

– Por no haber más asuntos a tratar, se pone fin a la reunión, a las (...) horas del día de la fecha.

– Al no haber más asuntos a tratar, se levanta la sesión, a las (...) horas.

impersonal

minute book

meeting minutes

minutes

“ (town) (date)...”.

ACTA Nª2 DE LA COMISIÓN NEGOCIADORA DEL

I CONVENIO COLECTIVO

ORDEN DEL DÍA:

FIRMAS DE LOS REPRESENTANTES

�Gympi

Fig. 7.11.

147


C. Internal note

kind

internal note

D. Greeting

greeting

structure saluda

never signed

Fig. 7.12.

El Director General de Antigüedades Luque

Saludaa Don CRISTÓBAL UXÍA CASTELO y se complace en convocarle para la próxima

inauguración de una nueva tienda en Salamanca, que se celebrará el próximo día 15 de Noviembre a las once de la mañana.

LUIS LUQUE LERMA

aprovecha la ocasión para ofrecerle su consideración más distinguida

Madrid, a 24 de octubre de 2011

Fig. 7.13.

Fecha: 15.11.2011De: Jefa del Departamento de MarketingA: Jefe del Departamento de ContabilidadAsunto: Petición de extracto de cuenta

Te ruego que, a la mayor brevedad posible, me re-mitas extracto de cuenta desde el 1 de enero hasta la fecha, de nuestro cliente Muebles El Robledo, S. A., debido a que nos ha solicitado una nueva campaña de publicidad para el próximo año.

Muchas gracias


148

F. Application or request

structure

Fig. 7.14.

request application

Fig. 7.15.

E. Memorandum

contents structure,

memorandumMemorandum"

"


EXPONE:

SOLICITA:

ILMO. SR. ALCALDE DEL AYUNTAMIENTO DE ÁVILA

Heading:

Petition:

Farewell:

Foot:

Body:

149


G. Certificate

legal value

divided

Heading

Body

Closing:

– Place and date

Y para que conste a los efectos oportunos, firma (firmo) el presente certificado en (place)...

Y para que conste donde y cuando proceda, firma...

Y para que conste a los efectos oportunos, y a petición del interesado (interesada), firmo...

– Signature

a)

b)

Solution:

a)

b)

Case study 3. Types of communication

12.

13.

Activities

certificate

Watch out!


150

certificate:

AMBIENTADORES FLOR

Fig. 7.16.

3.4. Promotional texts. The advertising message

encourage

goals

corporate image

strategy informativepersuasive

Fig. 7.17.

Fig. 7.18.

http://www.informaciongripea.es/

descargas.html

Target or potential customer.

Vocabulary

151


aimed at persuasion.

making the public remember

14.

a)

b)

c)

d)

e)

f)

g)

Activities

http://w w w.montajesnoain.com/files/Presentacion-NOAIN-0709.pdf

Examples

http://tv_mav.cnice.mec.es/

Audiovisuales/Alumnos/uni-

dad3.html

http://www.promonegocios.

net/mercadotecnia/definicio-

nes-mercadotecnia.html

Web

A. Business card

role

content

B. Company presentation

Basic data

Products or services

account of performed work

Additional data

C. Leaflet

nature and conditions of the products or services

leaflet


152

Leaflets forms:

Flyerslittle weight

Simple leaflets

Diptychs

Three-page leaflets

folded twice

Table 7.8.

Fig. 7.19.

Fig. 7.20.

http://www.ikea.

com/ms/es_ES/virtual_catalogue/

online_catalogues.html

D. Advertising catalogue

cover content back cover.

good quality paper

E. Press release

not an advertisement

event

brief and accurate

reliability

advertising catalogue

press release

153


Fig. 7.21.

15.

http://www.

razonypalabra.org.mx/anteriores/n32/orojas.html

16.

a)

b)

c)

d)

Activities

3.5. The report

at the request of a superior or a client

A. Types of reports

content, scope and intent

report

Types of reports

According to the

content

Personal

Commercial

According to the

scope

Internal

External

Table 7.9. (cont.)


154

B. Steps to prepare a report

1.

2.

3.

4.

5.

6.

understandable, brief and accurate

C. Structure of the report

structure

three parts

Types of reports

According to the

intent

Descriptive

Assessing

Persuasive

Structure of the report

Header

Cover

Index

Introduction

Summary

Table 7.9.

Table 7.10. (cont.)

Report

de quién depende cada trabajador.

I report to the sales manager.

Spanish assistant

155


Structure of the report

Body

Body

Conclusion

Appendix

Annexes

Bibliography

lengthtype

Table 7.10.

17. El País

http://www.elpais.com/articulo/economia/ventas/coches/caen/376/octubre/elpepieco/20101103elpepieco_8/Tes

http://www.elpais.com/articulo/economia/ventas/coches/desplo-man/cuarto/mes/consecutivo/ elpepueco/20101102elpepueco_5/Tes

Activities


156

Case study 4. Reporting

INFORME

RENOVACIÓN DEL PARQUE DE VEHÍCULOS

Elaborado por: Alejandro Álvarez SalgadoDpto. de Compras

Solicitado por: Luis Roce GutiérrezDirector de URGENTEX, S. A.

Granada, a 15 de noviembre de 2011

INDICE

Introducción.......................... 3

Exposición ............................. 4

Conclusión ............................ 5

Anexos ................................... 6

2

INTRODUCCIÓN

Con el fin de analizar la conveniencia de renovar el parque de vehículos de la empresa URGENTEX, S. A., se ha solicitado al Dpto. de Logística infor-mación sobre la situación actual de los vehículos. Los datos solicitados de cada vehículo han sido: antigüe-dad, estado, kilometraje actual y nú-mero de averías que ha sufrido en el último año (Ver Anexo I).

Por otro lado, se ha analizado si es más ventajoso que la empresa ad-quiera los vehículos o que realice un contrato de renting.

3

INFORME SOBRE LA RENOVACIÓN DEL PARQUE DE VEHÍCULOS

Una vez recopilados todos los datos, se ha procedido a elaborar un estu-dio del conjunto del parque del que se obtiene el resultado siguiente:

- El parque actual está compuesto por cinco furgonetas y siete motocicletas.

- La edad media de los vehículos es de 6,8 años.

- El estado general de los vehículos es aceptable, pero se ha detectado un aumento preocupante en el nú-mero de averías durante el último año que ha supuesto un coste de 23 873 € en reparaciones.

- Las averías suponen retrasos en los envíos y por tanto, pérdidas econó-micas y de imagen para la empresa.

4

CONCLUSIÓN

- Es necesaria la renovación del par-que de vehículos.

- Dicha renovación debe iniciarse de inmediato para los vehículos con más de cinco años de antigüedad y comple-tarse en un plazo máximo de dos años.

- Debido a que adquirir todos los ve-hículos supone una gran inversión y que los costes en reparaciones es-tán siendo muy elevados, sería más rentable para URGENTEX, S. A. con-tratar el uso de los vehículos con una empresa de renting, que se encarga-se de su mantenimiento.

- El coste de contratar con una em-presa de renting oscila, según los presupuestos consultados, entre los 16 000€ y los 19 000€ anuales.

5

ANEXO

DATOS DEL PARQUE MÓVIL

AVERÍAS DE FURGONETAS/MOTOS

6

Vehículo Años Km Avería Estado

Furgo 1 XXX XXX XXXX XXXX

Furgo 2 XXX XXX XXXX XXXX

Moto 1 XXX XXX XXXX XXXX

----- ----- ---

--

----- -----

Furgo

Moto

10

5

0

Ener

oM

ayo

Sep

tiem

bre

UrgenteX ,S. A. UrgenteX ,S. A. UrgenteX ,S. A.

UrgenteX ,S. A. UrgenteX ,S. A. UrgenteX ,S. A.

Solution:

157


4. E-mail and netiquetteemission of the message via the Internet

works

e-mail clients

webmail

4.1. Netiquette

netiquette etiquette

netiquette

Fig. 7.22.

domain

.es:

.com: commercial

.eu:

.org:

.edu:



158

exceptions.

http://www.gmail.com.

Watch out!

Solution:

a)

b)

c)

d)

e)

f)


18.

http://www.elpais.com/articulo/portada/Manual/urbani-dad/ciberamigos/elpepusoceps/20100425elpepspor_10/Tes

19.

20.

Activities

7

159


Summar y

7

Summar y

Email: sending private messages to other e-mail addresses over the Internet.

Netiquette: courtesy rules for exchanging information over the Internet.

E-mailNetiquette

According to the content: personal or commercial/According to the scope: internal or external./According to the intent: descriptive, assessing or persuasive.

Structure

The report

Header/Body/Appendix.

Steps to write a report Scheme � Sources � Data collection � Selection � Organization � Writing.

Steps to prepare a written text: Analyse the situation � Brainstorming � Select information � Sort contents � Write the text � Review.

Methods used to produce or reproduce

documents

Principles of written communication: Suitability/accuracy/correction/coherence/cohesion/emphasis.

Production: handwriting/typewriter/computer/telegraph. Reproduction: copier/printer/fax/scanner.

Business letter

Internal documents

Sales documents

Payment documents

Meeting/memorandum/minutes of the meeting/application/internal note/certificate/greeting.

Models of documents written within the company

Styles: modern/modified modern/professional/evolved.

Abbreviations.

Request for an offer or information/offer of professional services/proposed

order / delivery note/invoice.

Receipt/cheque/promissory note/bill of exchange.

Aimed at informing, persuading and/or reminding. The advertising message should transmit the corporate image.

Types

Business card/company presentation/leaflet (simple, flyer, diptych and three-page leaflet)/advertising

catalogue/press release.

Promotional texts. The advertising message

Commercial documents

Structure: beginning + content + end.

Computer applications and formats for business correspondence.

Customization of letters and envelopes.

Written communication


160

Test review

7

1.

a)

b)

c)

d)

2.

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6.

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a)

b)

c)

d)

10.

a)

b)

c)

d)

11.

a)

b)

c)

d)

12.

a)

b)

c)

d)

13.

a)

b)

c)

d)

14.

a)

b)

c)

d)

161


Check your learning

7

Describe the elements and basic resources of writing

1.

2.

3.

Select media and channels to develop and transmit documents

4.

a)

b)

c)

d)

e)

f)

g)

h)

Apply 3R techniques (Reduce, Reuse, Recycl to documen-tation)

5.

Differentiate the structures and styles of writing professio-nal documents

6.

a)

b)

c)

d)

e)

f)

g)

7.

8.

9.

10.

a)

b)

c)

11.

a)

b)

c)

d)

e)

f)

g)

Apply techniques of corporate image transmission in written communications, assessing their importance

12.

13.

14.

15.

Write the appropriate document in terms of structure, terminology and form, according to its purpose and to the initial situation

16.

1.

2.

3.

4.

5.

6.

7.


162

Check your learning

Estimado señores. Al hechar un vistazo a su catálogo

hemos obserbado que sus ofertas se adaptan a nues-

tras nesecidades por lo que en la última reunión que

tubimos los miembro del Consejo de Administración

decidimos hacer el pedido siguiente:

- Dos cientas cajas de reloges de kuko a 20¤ la unidad.

Atentamente.

Francisco Luego, director comercial de Luengo, S. A.

17. Fill out a bill of exchange issued by the company Jamones Montymar, S. L. and that the company Supermer-cados García, S. A. must pay on 17/11/2011 amounting to ¤ 5 000. These are other details needed to fill the bill:

Expiration: 30 days from the date.

Payment by direct debit in Cajasol.

The address of Montymar is C/ de la Paz, 8, Teruel; and the address of Supermercados García is Avenida de la Constitución 285, Zamora.

18. Indicate the minimum contents of the minutes of a meeting.

19. Consider the following document:

a) What type of document is it?

b) Analyse and correct any mistakes you may find.

20. What data are missing in the following certificate?

21. Compose an email asking for information about training courses for employees of your company. You will need these data:

a) Company name: Gráficas Norte, S. A. located at C/ Pelayo, 2, Gijón.

b) You send the e-mail as the head of human resources.

c) The receiver is the training company Formasa S. L., located at C/ Betis, 100 (Sevilla).

d) A representative of the company came to your offices to explain its services, included in a leaflet. The course we are interested in is called Freeware Office Applications.

e) According to the leaflet, the cost of the course is ¤ 250 per person. Fifty employees are interested. The representative talked about the possibility of having a discount for groups of more than thirty people.

Use computer applications of word processing and desktop publishing, as well as correction tools

22. Compose a business letter in Word© with the following text using the spell checker to correct possible misspellings and grammatical mistakes:

Doña Inés González Valladares, Jefa del departamento de personal

CERTIFICA:

Que el trabajador JUAN JOSÉ RUIZ PRIETO, durante el año 2009, ha percibido un salario bruto de 18 350,00¤.

Los descuentos y retenciones practicadas al citado trabajador, en el mismo periodo, han sido los siguientes:

INÉS GONZÁLEZ VALLADARES

Muy señores míos

Les acuso recibo del catálogo de su empresa, que nos ha parecido muy interesante. Por lo tanto, les rogamos nos envíen con la mayor celeridad los siguientes productos:

- 20 botellas de litro de aceite de oliva virgen extra, ref. 222-51, 6,00 ¤/ botella

- 30 latas de 5 litros de aceite de oliva primera presión en frío, ref. 210-22, 45 ¤ p/unidad.

Como sistema de pago usaremos un pagaré a 30 días, por lo que rogamos nos envíen su número de cuenta.

Un saludo cordial (Firma)

El Rector de la Universidad de Granada

Saluda

Dña. ISABEL JIMÉNEZ CORDERO y tiene el honor de

comunicarle que el próximo viernes 17 de diciembre

de 2012 a la 12:30 horas, en el Rectorado de esta

universidad, tendrá lugar la toma de posesión de

Dña. Lucía Sánchez Romero como Directora

del Instituto de Idiomas.

JOAQUÍN LLANEZ MENDOZA

Aprovecha gustoso esta ocasión para ofrecerle

el testimonio de su más distinguida consideración.

Granada, a 10 de diciembre del 2010

8Unit


-

And you’ll study:

The customer service department

The customer service department8

164

1. The customer service department. Customer service

satisfaction

1.1. Principles of customer service

Watch out!

Scheme 8.1.

1.

Activities

Customers

165

8The customer service department

1.2. The customer service department

confidence

gathering information

advantages

options

The customer

service

department

should:

Table 8.1.

2.

Activities

Fig. 8.1.

complaints



166


Fig. 8.2.

A. Customer service channels

four basic types of channels

Personal

Phone

Printed

Electronic

B. Staff of the customer service department

essential factor

measures

company managementcommitment

–

–

167


–

–

C. Functions of the customer service department

Internally Externally

Table 8.2.

structure

Solution:

http://www.usuariosteleco.es

a)

b)

c)

d)

e)

Case study 1. Claim in the telecommunications sector


168

ten aspects that customers value

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.


2. Stages in the process of customer service

quick and flexible procedures

a) Ordering

b) Information request

c) Claims and/or complaints management.

Who

What data

three levels

general claims

False or imaginary claims.

claim forms

169


After-sales services

objective benefits,

types

Promotional

Psychological

Security

Maintenance

after-sales service

The CRM

Important

3.

4.

a)

b)

c)

d)

Activities


170

complaint

claimcomplaint

Watch out!

Disciplinary proceedings.

Vocabulary

3. Procedures to solve complaints and claims

expression of dissatisfac-tion

three functions

Responsible for customer service:

Technician

Trainer

management of complaints

Visibility

Accessibility

Diligent response

Objectivity

Costs

Privacy

Customer-oriented

Responsibility

Continuous improvement

Table 8.3.

171


1.

2.

3.

4.

5.

CommunicationAnalysis of the nature

After-sales service

Satisfaction assessment

Proposal for improvement

Fig. 8.3.

3.1. The communication of the basics of the procedure for filing complaints

explicitly explain

Where

means

process

deadlines

options

way to find information

5.

Means

Activities

Advantages

Fig. 8.4.


172

A. Receipt of the complaint or claim

identification number

model

Legislation on complaints and claims

http://cec.consumo-inc.es/cec/

secciones/Ayuda/Derechos/

E u r o p a / D e r e c h o s _ e s . a s p?

Origen=DERECHOS

Important

Data from the claimant:

Product description:

Problem found:

Solution required?

Fig. 8.5.

173


B. Analysis of the nature of the complaint or claim

Assessment of the complaint:

Need for immediate action: Yes � No �

Possibility of immediate action: Yes � No �

Possibility of compensation: Yes � No �

Problem found:

Yes �� No �

Category:

� Product not delivered

� Service not provided / partially provided

� Delay in product delivery

Duration of delay in delivery:

� Delay in providing service

Duration of delay in the delivery:

� Defective product

� Poor service

Details:

� Product doesn’t match what was agreed

� Unrequested product

� Damaged product

� Refusal to comply with the warranty

� Refusal to sell

� Refusal to provide a service

� Business practices / sales methods

� Wrong information

� Inadequate information

� Payment means

� Price

� Price increase

� Unjustified costs / charges

Fig. 8.6.

Fig. 8.7.

Documentary evidence

http://www.losviajeros.com/foros.php?t=5779

Watch out!

Fig. 8.8. (cont.)


174

C. Service provision

response

communicate the solution to the customer

� Terms of contract

� Coverage of contract

� Damage assessment

� Refusal to pay compensation

� Inadequate compensation

� Modification of contract

� Poor performance of the contract

� Cancellation / termination of contract

� Cancellation of service

� Loan repayment

� Application of interest

� Failure to comply with commitments

� Incorrect billing

� Undue delay in processing a complaint

� Others: ...............................................................................................................................

Further information: .....................................................................................................................................

......................................................................................................................................................................

......................................................................................................................................................................

Fig. 8.8.

to provide,

provider,provision,

Spanish assistant

175


Fig. 8.9.

D. Analysis of satisfaction

surveys

6.

7.

Activities

Action taken Date Employee Observations

Fig. 8.10.

Resolution of the complaint:

Resolution required: Yes � No �

Action to take:

� Product delivery

� Product repair / new service provision

� Product change

� Cancellation of sale

� Enforcement of the guarantee

� Compliance with commitments

� Completion of a contract

� Cancellation / Rescission of contract

� Cancellation of invoice

� Information

� Correction of damages assessment

� Payment of compensation amounting to ....................................................................

� Refund of advance payment amounting to ..................................................................

� Refund of other payments made amounting to ...........................................................

� Discount amounting to…...............................................................................................

� Payment facilities

� Apologies

� Other actions: .................................................................................................................


176

E. Proposal for improvement

recommendations

Fig. 8.11.

Solution

F

Case study 2. Handling complaints

8.

http://www.consumo-inc.es/GuiaCons/como

9.

Activities

177


4. Enforcement of rules on resolution of complaints and claims

information

three ways

agencies

C

beginsrapprochement

steps

1.

2.

3.

4.

complaint form

Fig. 8.12.

General Law for the Protection

of Consumers and Users and

other complementary laws:

http://www.consumo-inc.es/

GuiaCons/

Online complaints processing:

http://www.confianzaonline.

es/gestiona-tu-reclamacion/

informacion-general

http://intecap.info/public/

manuales/aseguramiento/

ISO %2010002 %20Ed %20

2004.pdf

Web of the banking customer:

http://www.bde.es/cliente-

banca/quejas/quejas.htm

Models and forms of OMIC in

Córdoba:

http://www.consumo.ayun-

cordoba.es/secundarias/omic/

reclamaciones_consumo.aspx

Online claim form:

http://www.juntadeandalucia.es/salud/sites/csalud/conte-nidos/Informacion_General/c_8_consumo/sistema_hojas_reclamaciones?perfil=ciud

Web


178

specific procedures

basic conditions

Identifying the recipient of the complaint

Collecting all information related

so that there is a proof of our claim, with a cer

10.

11.

www.elpais.com/articulo

/tecnologia/reclamaciones

/telefonicas/saturan/juntas

/a r b i t r a l e s /c o n s u m o/e l

p e p u t e c / 2 0 1 0 1 1 2 4 e l

peputec_6/Tes

Activities

http://www.aytorota.es/doc/omic/campa_as_informativas/infor mac ion _ nueva _ hojas _reclamaciones.pdf

Web

IDENTIFICATION OF THE BUSINESSName ............................................ Adress: ......................................................... Nº:.............Town. Province ................................................................ Zip Code.: ....................................

CLAIMANT INFORMATIONName: ............................................................ ID/Passport: ..Adress: ..................................... Town: ........................................ Province: ...........................Zip Code: ............................................... Phone: .....................................................................Reason for the claim:. .............................................................................................................. Time and date of the situation causing the claim: ................................................................. Attached documents:: .............................................................................................................

In .................................... , on ................................................ 20 ................

Signature of clamaint: Signature of the business:

Council for Social Welfare-Consumer Department Regional Government of Extremadura

CLAIM FORM Nº: 0000000COPY FOR THE CLAIMANT

Fig. 8.13.

Solution:

a)

b)

c)

d)

Case study 3. Procedure to enforce claims

179


Summar y

Principles of customer service

Customer service department

Channels of customer service � Staff of customer service department � Functions of customer service department

Orders � Complaints and claims handling � After-sales service

Basic actions in the event of claims or complaints:Identify the recipient of the complaint � Collect all the information

� Communicate the complaint to the recipient

Agencies to file complaints and

claims

Application of rules to the process of

complaints and claims

Municipal offices of consumer information (OMIC) of the municipalities � Department of Consumer Affairs

of the Regional Governments � Consumers and Users Associations � Consumer Arbitration Board � Courts of Justice

Procedures to follow in case we want to file a complaint or claimSolution of the company � OMIC mediation � Seek consumer arbitration � Proceed to court

Procedures for solving complaints and claims

Receipt of the complaint

Assessment of the nature of the complaint

Proposal for improvement

Civil or criminal jurisdiction, depending on the case

Communication of the basic elements

of the procedure for filing complaints

Ways to solve complaints and

claims

Assessment of satisfaction

Claims before the agencies of consumer protection or before consumers and users organizations

Consumer arbitration system

Service provision

Stages of customer service

Customer service department


180

Test review

1.

a)

b)

c)

d)

2.

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6.

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a)

b)

c)

d)

10.

a)

b)

c)

d)

11.

a)

b)

c)

d)

181


Check your learning

8

Assess the importance of customer service to the company and identify its functions, stages and characteristics

1.

2.

3.

4.

5.

6.

7.

8.

a)

b)

9.

10.

Analyse the principles of customer service

11.

12.

Identify the types of claim or demand and handle them

13.

14.

15.

16.

17.

18.

a)

b)

c)

d)

19.


182

Check your learning

a)

b)

c)

d)

e)

Assess the importance of a proactive behaviour to foresee possible problems in the process.

20.

21.

Process the documents created for handling queries, com-plaints and claims

22.

a)

b)

c)

23.

24.

Know the importance of consumer protection and apply the

appropriate regulations

25.

26.

27.

28.

http://www.elmundo.es/sudinero/noticias/act-144-06.

html

29. http://www.autocontrol.es

a)

b)

c)

d)

9Unit

After-sales service


And you’ll study:

After-sales service9

184

1. After-sales service

reasons

after-sales service


Loyalty.

Vocabulary

Important

Table 9.1.


1.1. Types of after-sales service

185

9After-sales service

types,

Promotional

Psychological

Security"

"

Maintenance ""

Table 9.2.

Solution:

Promotional:

-

-

Psychological:

-

-

Security:

-

Maintenance:

-

Case study 1. Types of after-sales service

1. 2.

Activities


186

Installation

Maintenance

Repairs

Table 9.3.


Training for use

Handling of complaints

and claims

Customers’ characteristics:

Importance of the product or service:

Unit price:

Moment when the problem appears:

Table 9.4.

187


2. Relationship of the after-sales service with other processes within the company

total value

Purchase value:

Usage value:

Final value:

2.1. After-sales service and its relationship to quality

competitive strategiesafter-sales service

A. Inputs from business environment

Needs and expectations of customers:

Competitors:

Satisfaction

Inputs from business environment

Competitive strategy.

Vocabulary

Watch out!


188

Expected service:

Adequate service:

Watch out!

https://portal.uah.es/portal/page/portal/GP_EPD/PG-MA-ASIG/PG-ASIG-34322/TAB42351/CS.5.%20Las%20expectativas%20claves%20de%20los%20clientes.pdf

Web

B. Inputs from other internal processes

Quality strategic plan:

Sold product or service:

Characteristics, scope and management of products and services:

Process development in previous periods:

Quality warranty:

Available resources:

C. Outputs to business environment

Product or service fit for use:

Training for use:

Customer satisfaction:

Solution to a complaint or claim:

D. Outputs to other internal processes

189


Information for the control of processes:

Assessment of products and processes:

–

–

After-sales service

Scheme 9.1.

Solution:

a) From business environment:

b) From other processes:

c) To other internal processes:

d) To business environment:

Case study 2. The after-sales service in relation to product life cycle

3.

a)

b)

c)

Activities

Inputs from business environment: Inputs from other internal processes:


190

3. Quality management and the after-sales service

components

Internal quality:

External quality:

3.1. Actions to manage quality in the after-sales service

The perception of quality

Important

Plan Implement Control Improve

Scheme 9.2.

A. Planning

1. Define the characteristics of the after-sales service,

– Quantitative:

– Qualitative:

– Referred to the process:

2. Define indicators to assess performance and levels to be attained in each service.

191


3. Design the process for the performance of each service.

4. Define the resources we need.

5. Define the organizational structure.

B. Implementation

Training staff

Acquiring the required resources

Implementing the procedure

Using the documents and records

Type of service Indicators

Installation

Maintenance

Repair

Handling of complaints

Customer training

Table 9.5.

Fig. 9.1.

claim complaint?

to lodge to make a com-plaint.

Spanish assistant


192

C. Control

Measure

Compare

Act

Scheme 9.3.

interactive

Watch out!

D. Improvement

goals redefining

requirements

resources

structure

requirements

redesigned.

-

-

-

Solution:

1.

2.

3.

4.

Case study 3. Quality management

4. 5.

Activities

193


Techniques and tools for quality management

Brainstorming (Unit 1)

Value analysis

Structures tree

4. Techniques and tools for quality management

http://www.programaempresa.com/empresa/empresa.nsf/paginas/03A22725777BA653C1256FB7

Web

Goal

Table 9.6. (cont.)


194

Cause-and-effect diagram

Flowchart

Data recording method

Graphs and histograms

(Unit 10)

Control

P-chart of defective fraction (variable sample size)

Samples

P (

de

fect

ive

fra

ctio

n)

Solution:

data recording method.

cause-and-effect diagram

P-chart

brainstorming

Case study 4. Techniques and tools for quality management

6.

a)

b)

c)

Activities

Table 9.6.

195


5. Structuring the after-sales service

internally externally

5.1. Structure of an after-sales service

A. Receiving and addressing incidents

functions

1. Addressing incidents.

2. Discriminating calls.

3. Managing incidents.

Vocabulary

Fig. 9.2.


196

Royal Legislative Decree 1/2007, November 16th, passing the con-solidated text of the General Law for Consumers and Users Protection and other comple-mentary laws.

Chapter IV. Additional commer-cial warranty, documentation requirements and after-sales service.

Article 127.


B. Technical support service

Assisted self-repair:

Repair shop:

causes

reasons

Defend and protect the company

Defend and protect the customer

C. Other departments or services involved in the structure

Transportation.

Warehouse.

"

"

197


Follow-up.

– assess the quality

– identify new customer needs

Fig. 9.3.

END

REC

EIV

ING

AN

D

AD

DR

ES

SIN

G

Case study 5. After-sales department structure

Discrimination

Management

Solution:

7.

8.

a)

b)

c)

d)

Activities


198

6. Management tools of an after-sales service

Database

Telemarketing

Correspondence

Websites and email

Personal visit

Solution:

Database.

Telemarketing.

Correspondence.

Internet.

Personal visit.

Case study 6. Management tools

9.

10.

Activities

Table 9.7.

199


Summar y

Life cycle stages of the product or service: Introduction � Growth � Maturity � Decline

The after-sales service as a competitive strategy

Relationship with the product life cycle

Introduction: after-sales service to make consumers feel secured. Growth: after-sales service that differentiates us from our

competitors and that is aimed at making the customer buy again.Maturity: satisfactory after-sales service for customers.

Decline: the after-sales service should try to replace customers’ products for more modern models with better features.

Set of mechanisms and tasks that the organization uses, once the sale is done, to achieve total customer satisfaction so that the customer wants to buy again,

to recommend the brand or product, and so on.

Types of after-sales services

After-sales servicePromotional/Psychological/Security/Maintenance.

Services for customers Training for use/Handling of complaints and claims.

Technical services for products Installation/Maintenance/Repair.

Plan

Quality management and after-sales service

Improve

Control

After-sales services can be developed internally or externally.

Structuring the service

Others Transportation, storage, incident tracking.

Customer serviceThe customer must be able to contact

the supplier or manufacturer easily.

Technical supportThe company must have experts who know perfectly

the product or service provided.

Management tools of an after-sales service Databases Telemarketing Correspondence Internet Personal visit

1. Define the characteristics of after-sales service.2. Define indicators to assess performance

and levels to be achieved.3. Design the process for the performance of each service.

4. Define the necessary resources.5. Define the organizational structure.

Perform everything that has been planned: training staff, acquiring the necessary resources, implementing the procedure, etc.

After reaching the planned levels, we must draw more ambitious goals that lead to a greater degree of perfection and high

quality products.

It must be performed on both the after-sales service process and its results, which means: measuring the actual system perfor-

mance, comparing actual performance to planned performance, and acting accordingly, that is, adopting corrective measures.

Implement


200

1.

a)

b)

c)

d)

2.

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6.

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a)

b)

c)

d)

10.

a)

b)

c)

d)

11.

a)

b)

c)

d)

12.

a)

b)

c)

d)

Test review

201


Check your learning

Define the after-sales service and its structure within the organization

1.

2.

Assess the importance for a company to offer an after-sales service to its customers

3.

4.

5.

a)

b)

c)

d)

e)

Know the after-sales services that companies may offer

6.

7.

a)

b)

c)

d)

e)

8.

9.

10.

Identify the actions and tools for quality management in the after-sales service

11.

12.

13.

14.

15.

a)

b)

c)

d)

e)

f)

g)

16.

a)

b)

c)


202

Check your learning

17.

18.

a)

b)

c)

d)

e)

19.

20.

Find and fix errors in the after-sales service

21.

a)

b)

c)

Relationship of the after-sales service with other processes

within the organization

22.

23.

24.

Know the tools that the after-sales service can use

25.

26.

27.

28.

29.

a)

b)

c)

d)

e)

10Unit

The information processing


And you’ll study:

204

The information processing10

1. Information processing

— —

valuable

information processing

stages

Internal External

Primary Secondary

Classification of the obtained

information

Selection of the information needed at each

moment

Information search, collection

and storage

Preparation of documents from that information

and presentation or distribution to the interested parties

Scheme 10.1.

1.1. Information search

internal externalprimary

secondary

information sources

Table 10.1.

Fig. 10.1.

Examples

205

10The information processing

browser or search engine

Fig. 10.2.

http://es.wikipedia.org/wiki/Lista_de_motores_de_busqueda

Web

Finding information on the Internet

" "" "

options

specific keywords"

" " "

set of words between quotation marks

" "" " " "

dvanced search

Exclude similar words

Boolean, proximity, or sign operators

– Boolean operators:

– Proximity operators: " "

– Sign operators:

206


1.2. Classification of information

information systems

Accuracy

Timing

Capacity

Conciseness

Relevance

Availability

Security

classified

according to the hierarchy levels

four types

Business strategy.

Business tactics.

Business operations.

Vocabulary

Table 10.2.

1. 2.

Activities

207


exact systems ambi-guous systems

exact

Alphabetical classification:

Geographical classification:

Chronological order:

ambiguous

Thematic classification:

Classification by groups of users:

Exact systems Ambiguous systems

Table 10.3.

3.

4.

Activities

me-taphorical classification

Watch out!

geomarketing


208


Vocabulary

1.3. Information selection

process

saturation

general criteria

Costs of profitability:

Information use and interest:

–

–

–

information selection

Fig. 10.3.

Examples

Internal auditor.

209


Reliability:

Available time:

Nature of information:

Source of information:

Objectivity:

Solution:

Case study 1. Information selection. Criteria

Area A Area B Area C

5.

6.

a)

b)

c)

Activities

reliability

to rely,on: I rely

on this company en

Spanish assistant

210


1.4. Interpretation and presentation of information

information analysis

two types

Formal analysis.

Content analysis.

Report:

Summary or synthesis:

Scheme:

Review:

Table:

Title:

Column header:

Row header:

Body:

Footnotes:

Fig. 10.4.

Source: Self-made (example of footnote)

211


Graph:

Histogram

8 – Bar graph:

histogram

Fig. 10.5.

Fig. 10.6.

Fig. 10.7.

– Sector graph:

– Line chart:

7.

Activities

212


1.5. Information security

protecting the informa-tion

qualities

Confidentiality

security leaks

Integrity

Information security

confidential

Integrity

Fig. 10.8.

Watch out!

Important

213


Availability

A. Prevention and information security plan

Prevention

Reaction

Restore

Research

B. Mechanisms to provide information security

Communications security

1. Digital signature.

– Electronic business contracts:

– Electronic invoice:

available,

Watch out!

Hacker.

Cracker.

Script kiddie.

Vocabulary

214


http://www.osi.es/Seguridad_Internauta

Web

Malware or malicious softwa-re.

http://www.infospyware.com

Vocabulary

2. Trusted timestamping.

Storage security

1. Firewall.

2. Antivirus.

3. Administration of user accounts.

4. Data recovery.

8.

9.

10.

http://www.abc.es/20101123/medios-redes/usuarios-facebook-infecciones-201011231239.html

http://www.emprendedores.es/empresa/tecnologia/ciberdelito

Activities

215


2. The file

three file types

Active

Semi-active

Inactive

Table 10.4.


Solution:

Case study 2. File types

11. 12.

Activities

2.1. File systems

A. Alphabetical order

file system

216


Names of natural persons: first surnamerules

1.

If our customers are: The alphabetical order is:






2.

3.

4.

Names of companies or institutions:

1. personal name

2. generic word

3. acronyms

Ordering word.

Vocabulary

217



If we have these files: The alphanumeric order will be:


Table 10.5.

13.

14.

Activities

File.

Vocabulary

Solution

SEAT

Case study 3. Alphabetical sorting

B. Numeric order

alphanumeric

Table 10.6.

218


C. Chronological order

date

If the dates of the documents we have

to order are these two rows:

After arranging them in chronological and

descending order (newest to oldest), it would be:




Table 10.7.

D. Geographical order

E. Thematic order

Table 10.8.

Table 10.9.

numerical-chronological classifi-cation;

Important

219


3. File media

A. Paper

B. Electronic mediadigital media advantages

Magnetic tape:

Hard drive:

CD-ROM:

file

ht tp://w w w.planavanza .es/Paginas/Inicio.aspx

Web

Fig. 10.9.

220


DVD:

Blu-Ray: " "

Pen drive:

Cloud storage:

C. How to move from paper to electronic media

digitization


Fig. 10.10.

Solution

Case study 4. Documentation media

15.

16.

Activities


Summar y

221

File media

Digitalization Moving information from paper to digital media.

Paper

Electronic media

Process that consists of: information search and storage + information classification + selection of relevant information + creation and distribution of documents.

Information processing

Information classification

Information security Prevention and security plan

Security mechanisms

Sources: primary or secondary/internal or external.

Today it is mainly based on the Internet.

Information search

Depending on the decision level: transaction processing, management information, decision support and

executive information.

Depending on the accuracy: exact systems (alphabetic, geographic, chronological) or ambiguous

systems (thematic or groups of users).

Separate the information that is useful for a particular

purpose from that which is not.

Selection criteria: Cost � Utility � Reliability � Available time � Nature � Source � Objectivity

Information selection

Interpretation and presentation

Analyse and process information. Present

information.

Reports � Abstracts � Schemes � Reviews �

Tables � Graphs

The file

Set of documents sorted and classified according to certain criteria and in a particular location.

File systems

File types: Active/Semi active/Final or inactive.

Alphabetical

Numerical

Chronological

Geographical

Thematic

It is classified in the order of the alphabet.

Each document is assigned a number to be sorted.

It is classified according to the date of the document.

Documents are sorted according to geographical

locations associated with them.

Documents are grouped according to the subject

or topic they refer to.

In communications and storage

Confidentiality/Integrity/Availability.

Prevention/Response/Restoration/Research

222


Test review

1.

a)

b)

c)

d)

2.

a)

b)

c)

d)

3.

a)

b)

c)

d)

4.

a)

b)

c)

d)

5.

a)

b)

c)

d)

6.

a)

b)

c)

d)

7.

a)

b)

c)

d)

8.

a)

b)

c)

d)

9.

a)

b)

c)

d) a b)

10.

a)

b)

c)

d)

11.

a)

b)

c)

d)

12.

a)

b)

c)

d)

13.

a)

b)

c)

d)

14.

a)

b)

c)

d)

15.

a)

b)

c)

d)

223


Check your learning

Identify the most appropriate means to develop written communication through electronic means

1.

a)

b)

c)

d)

e)

f)

g)

h)

i)

2.

3.

a)

b)

c)

4.

Identify information security measures

5.

6.

7.

8.

a)

b)

c)

d)

Define the concept of file and its functions

9.

10.

11.

12.

http://www.gabilos.com/comosehace/OrganizarArchi-

vo/textoOrganizarArchivo.htm

a)

b)

c)

d)

e)

f)

g)

h)

i)

j)

k)

l)

m)

n)

o)

224


Check your learning

No. Name Town Treatment

p)

q)

r)

13.

Manage the different systems that can be used to classify information

14.

a)

b)

c)

d)

15.

a)

b)

c)

d)

e)

f)

g)

16.

17.

18.

19.

20.

21.

a)

b)

c)

d)

Assess the advantages and disadvantages of different media

file

22.

23.

24.

25.

a)

b)

c)

d)

e)

Communication & Customer Service«The grounds for your future»

McGraw-Hill’s publishing project for vocational training has been developed under three basic principles:

-

Spanish National Catalogue of Professional Qualifications.

obtain a part of the following Professional certificate:

Documentary and management assistance in the office enviroment.

[UC0982_3]

Professional competence units

AdvancedVocationalTrainingCourse